Document Type

Presentation

Publication Date

6-14-2018

Abstract

The researchers set out to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to examine the portrayal of this group because they are a lucrative consumer market. Past studies have shown that is particular segment has been often underrepresented and stereotyped. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. Each commercial was examined particularly for the activities performed by the individuals, the social context, health status, gender representation, product/service type, and positive or negative portrayal. In the particular sample, the findings showed that older people play very different roles. Cultural values and differences were evident in the commercials. This could be seen in the content and focus of the ads.

Conference/Symposium

Language, Culture and Politics Association Conference

City/State

Kraków, Poland

Department

College of Communication and Design

Comments

Presentation given at the Language, Culture and Politics Association’s annual conference at Tischner European University in Kraków, Poland.


Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.