A Content Analysis of the Portrayal of Mature Individuals in Television Commercials
This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arri...
| Authors: | ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
1997
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| In: |
Journal of business ethics
Year: 1997, Volume: 16, Issue: 4, Pages: 425-433 |
| Further subjects: | B
Television Commercial
B Content Analysis B Mature Individual B Mature Model B Economic Growth |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
| Summary: | This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis. |
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| ISSN: | 1573-0697 |
| Contains: | Enthalten in: Journal of business ethics
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| Persistent identifiers: | DOI: 10.1023/A:1017901125869 |