The portrayal of older people in television advertisements: A cross-cultural content analysis of the United States and South Korea

International Journal of Aging and Human Development

Volumn 63, Issue 4, 2006, Pages 279-297

  Lee, Byoungkwan ^a   Kim, Bong Chul ^b   Han, Sangpil ^a  

^a Hanyang University   (South Korea)

^b Chosun University   (South Korea)

Author keywords

[No Author keywords available]

Indexed keywords

ADVERTIZING; ARTICLE; CONTENT ANALYSIS; CULTURAL FACTOR; CULTURAL VALUE; POPULATION DIFFERENTIATION; SENESCENCE; SOUTH KOREA; STEREOTYPY; TELEVISION VIEWING; UNITED STATES;

ADVERTISING; AGED; CULTURE; HUMANS; KOREA; TELEVISION; UNITED STATES;

EID: 34547092713     PISSN: 00914150     EISSN: 15413535     Source Type: Journal    
DOI: 10.2190/ELLG-JELY-UCCY-4L8M     Document Type: Article

References (46)

1. Bradley, D. E. & Longino Jr., C. F. (2001). How older people think about images of aging in advertising and the media. Generations, 25, 17-21.
2. Carrigan, M. & Szmigin, I. (1999). The representation of older people in advertisements. Journal of Market Research Society, 41, 311-326.
3. Cheng, H. & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36, 27-44.
4. The Chinese Culture Connection (1987). Chinese values and search for culture-free dimensions of culture. Journal of Cross-Cultural Psychology, 18, 143-164.
5. Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Krop, F. (1999). Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59-73.
6. Gants, W., Gartenberg, H. M. & Rainbow, C. K. (1980). Approaching invisibility: The portrayal of the elderly in magazine advertisements. Journal of Communication, 30(4), 56-60.
7. Gerbner, G. (1993). Learning productive aging as a social role: The lessons of television. In S. A. Bass, F. G. Caro, & Y. Chen (Eds.), Achieving a productive aging society (pp. 207-220). Boulder, CT: Auburn House.
8. Greco, A. J. (1989). Representation of the elderly in advertising: Crisis or inconsequence? Journal of Consumer Marketing, 6(1), 37-44.
9. Gregory, G, D. & Munch, J. M. (1997). Cultural values in international advertising: An examination of familial norms and roles in Mexico. Psychology & Marketing, 14(2), 99-119.
10. Han, S. & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4), 326-350.
11. Haug, M. R. (1989). Elderly power in the 21st century. Journal of Women & Aging, 7, 3-10.
12. Hofstede, G. (1980). Culture's consequences: International differences in work-related values. Beverly Hills, CA: Sage.
13. Hofstede, G. (1991). Cultures and organizations: Software of the mind. London: McGraw-Hill.
14. Hofstede, G. & Bond, M. (1984). Hofstede's cultural dimensions. Journal of Cross-Cultural Psychology, 15, 417-433.
15. Hong, J. W., Muderrisoglu, A. & Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. Magazine advertising. Journal of Advertising, 16(1), 55-62.
16. Intrieri, R. C., Von Eye, A., & Kelly, J. A. (1995). The aging semantic differential: A confirmatory factor analysis. The Gerontologist, 35, 616-621.
17. Ji, M. F. & McNeal, J. U. (2001). How Chinese children's commercials differ from those of the United States: A content analysis. Journal of Advertising, 30(3), 79-92.
18. Jöreskog, K. & Sörbom, D. (1999). LISREL 8.30 and PRELIS 2.30. Scientific Software International Inc.
19. Katz, H. & Lee, W. (1992). Ocean apart: An initial exploration of social communication differences in US and UK Prime-time television advertising. International Journal of Advertising, 11(1), 257 -267.
20. Kelloway, E. K. (1998). Using LISREL for structural equation modeling: A researcher's guide. Thousand Oaks, CA: SAGE Publications, Inc.
21. Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: NY, The Guilford Press.
22. Korzenny, F. & Neuendorf, K. (1980). Television viewing and self-concept of the elderly. Journal of Communication, 30, 71-80.
23. Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83-94.
24. Moschis, G. P. (1992). Marketing to Older Consumers, London, England: Quorum Books.
25. Mueller, B. (1992). Standardization vs. Specialization: An examination of Westernization in Japanese advertising. Journal of Advertising Research, 32(1), 15-24.
26. National Council on the Aging, Inc. (2002). American perceptions of aging in the 21st century. The NCOA's Continuing Study of the Myths and Realities of Aging, 1-16.
27. Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning. Urbana, IL: University of Illinois Press.
28. Peterson, R. T. (1995). The portrayal of senior citizens by banks in newspaper advertisements: A content analysis. Journal of Professional Services Marketing, 12, 95-106.
29. Peterson, R. T. & Ross, D. T. (1997). A content analysis of the portrayal of mature individuals in television commercials. Journal of Business Ethics, 16, 425-433.
30. Rahtz, D. R., Sirgy, M. J. & Meadow, H. L. (1989). The elderly audience: Correlates of television orientation. Journal of Advertising, 18, 9-20.
31. Riffe, D., Lacy, S., & Fico, F. G. (1998). Analyzing Media Messages: Using Quantitative Content Analysis in Research. Mahwah, NJ: Lawrence Erlbaum Associates Inc.
32. Rosencranz, H. & McNevin, T. E. (1969). Factor analysis of attitudes toward the aged. The Gerontologist, 9, 55-59.
33. SAG: (Winter 2001). SAG: Women still underrepresented on screen; Ageism, role prominence factors. Media Report to Women, 29(1).
34. Something New Awaits Older Citizens (2001, July), Business Korea, 38-39.
35. Swayne, L. E. & Greco, A. J. (1987). The portrayal of older Americans in television commercials. Journal of Advertising, 16(1), 47-54.
36. Shinar, D., Tomer, A. & Biber, A. (1980). Images of old age in television drama imported to Israel. Journal of Communication, 30, 50-55.
37. Taylor, C. R. & Stern, B. B. (1997). Asian-Americans: Television advertising and the 'model minority' stereotype. Journal of Advertising, 26(2), 47-61
38. Ting-Toomey, S. (1999). Communication across Cultures. New York, NY: The Guilford Press.
39. UNICEF (2001). What young people think. UNICEF Opinion Poll. Retrieved November 11, 2001, from http://www.unicef.org/polls/eapro/wellbeing/ index.html
40. The United Nations (2002a). Population ageing 2002. Department of Economic and Social Affairs. Retrieved November 11, 2001, from http://www.un.org/esa/population/publications/ageing/Graph.pdf
41. The United Nations (2002b). Implications of an ageing society. Division for Social Policy and Development. Retrieved November 11, 2001, from http://www.un.org/esa/ageing/ageimp.htm
42. Ursic, A. C., Ursic, M. L., & Ursic, V. L. (1986). A longitudinal study of the use of the elderly in magazine advertising. Journal of Consumer Research, 13(3), 131-133.
43. Ward, B. (1989). Marketers slow to catch age wave. Advertising Age, 22, S1-S8.
44. We Don't Get No Respect (2001, October 30), The Korea Herald. Retrieved November 11, 2001, from http://www.koreaherald.co.kr/SITE/data/ html_dir/2001/10/30/20011030070060.asp
45. Weimann, G. (2000). Communicating unreality: Modern media and the reconstruction of reality. Thousand Oaks, CA: Sage Publications, Inc.
46. Wizened and Wiser (May 1996), Management Today, 100-102.