The portrayal of older adults in indian and U.S. magazine advertisements

Howard Journal of Communications

Volumn 10, Issue 4, 1999, Pages 269-280

  Roy, Abhik ^b  

^a UNIVERSITY OF KANSAS   (United States)

^b HOWARD UNIVERSITY   (United States)

Author keywords

India; Magazine Advertisements; Media portrayals; Older Adults; United States

Indexed keywords

EID: 85015951019     PISSN: 10646175     EISSN: 10964649     Source Type: Journal    
DOI: 10.1080/106461799246753     Document Type: Article

References (44)

1. Anderson, R. (1990). Yo, marketers, get hip. Marketing and Media Decisions, January, 88.
2. Baker, J. A., & Goggin, N. L. (1994). Portrayals of older adults in Modern Maturity advertisements. Educational Gerontology, 20, 139–145.
3. Balazs, A. L. (1995). Marketing to the elderly. In J. F. Nussbaum & J. Coupland (Eds.), Handbook of communication and aging research (pp. 263–284). Mahwah, NJ: Lawrence Erlbaum Associates.
4. Belk, R. W., & Pollay, R. W. (1985). Materialism and status appeals in Japanese and U.S. print advertising: A historical and cross-cultural content analysis. International Marketing Review, 2, 38–47.
5. Bellah, R. N. (1987). The quest for the self: Individualism, morality, politics. In P. Rabinow & W. Sullivan (Eds.), Interpretive social science: A second look (pp. 87 – 102). Berkeley, CA: University of California Press.
6. Bose, A. B. (1988). Aging in India: Demographic dimensions. In A. B. Bose & K. D. Gangrade (Eds.), The aging in India: Problems and potentialities (pp. 3–23). New Delhi: Abhinav Publications.
7. Bramlett-Solomon, S., & Wilson, V. (1989). Images of the elderly in Life and Ebony, 1978 – 1987. Journalism Quarterly, 66, 185–187.
8. Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36, 27–45.
9. Dail, P. (1988). Prime-time television portrayals of older adults in the context of family life. The Gerontologist, 28, 700–706.
10. Dandekar, K. (1996). The elderly in India. New Delhi: Sage.
11. Frith, K., & Sengupta, S. (1991). Individualism and advertising: A cross-cultural comparison. Media Asia, 18, 191-197.
12. Frith, K., & Wesson, D. (1991). A comparison of cultural values in British and American print advertising: A study of magazines. Journalism Quarterly, 68, 216-223.
13. Gantz, W., Gartenberg, H. M., & Rainbow, C. K. (1980). Approaching invisibility: The portrayal of the elderly in magazine advertisements. Journal of Communication, 30, 56-60.
14. Gerbner, G., Gross, L., Signorielli, N., & Morgan, M. (1980). Aging with television: Images on television drama and conceptions of social reality. Journal of Communication, 30, 37-48.
15. Harwood, J., Giles, H., Ota, H., Pierson, H. D., Gallois, C., Ng, S. H., Lim, T. S., & Somera, L. (1996). College students’ trait ratings of three age groups around the Pacific rim. Journal of Cross-Cultural Gerontology, 11, 307-317.
16. Hill, L. B., Long, L., & Cupach, W. R. (1997). Aging and the elders from a cross-cultural communication perspective. In H. S. Noor Al-Deen (Ed.), Cross-cultural communication and aging in the United States (pp. 5-22). Mahwah, NJ: Lawrence Erlbaum Associates.
17. Hofstede, G. (1984). Cultural dimensions in management and planning. Asia Pacific Journal of Management, January, 81 -99.
18. Hummert, M. L. (1994). Stereotypes of the elderly and patronizing speech. In M. L. Hummert, J. M. Wiemann, & J. F. Nussbaum (Eds.), Interpersonal communication in older adulthood: Interdisciplinary theory and research (pp. 162-184). Thousand Oaks, CA: Sage.
19. Ikels, C., Keith, J., Dickerson-Putman, J., Draper, P., Fry, C., Glascock, A., & Harpending, H. (1992). Perceptions of the adult life-course: A cross-cultural analysis. Aging and Society, 12, 49-84.
20. Katz, H., & Lee, W.-N. (1992). Oceans apart: An initial exploration of social communication diff er- ences in US and UK prime-time television advertising. International Journal of Advertising, 11, 257-267.
21. Kite, M. E., & Johnson, B. T. (1988). Attitudes toward older and younger adults: A meta-analysis. Psychology and Aging, 3, 233-244.
22. Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage.
23. Kubey, R. W. (1980). Television and aging: Past, present and future. The Gerontologist, 20, 16-35.
24. Levy, B., & Langer, E. (1994). Aging free from negative stereotypes: Successful memory in China and among the American deaf. Journal of Personality and Social Psychology, 66, 989-997.
25. Lin, C. (1993). Cultural differences in message strategies: A comparison between American and Japanese TV commercials. Journal of Advertising Research, 33, 40-48.
26. Marquez, F. T. (1975). The relationship of advertising and culture in the Philippines. Journalism Quarterly, 52, 436-442.
27. McLuhan, M. (1964). Understanding media. New York: McGraw-Hill.
28. Mehra, A. (1989). The Western mass communication paradigm: An Asian critique. Paper presented at Temple University’s Seventh International Conference on Culture and Communications, Philadelphia, PA, 1989.
29. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27, 51-59.
30. Peterson, R. T. (1992). The depiction of senior citizens in magazine advertisements: A content analysis. Journal of Business Ethics, 14, 701-706.
31. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current Issues and Research in Advertising, 2, 71-92.
32. Robinson, J. D., & Skill, T. (1995). Media usage patterns and portrayals of the elderly. InJ. F. Nussbaum & J. Coupland (Eds.), Handbook of communication and aging research (pp. 359-392). Mahwah, NJ: Lawrence Erlbaum Associates.
33. Roy, A., & Harwood, J. (1997). Underrepresented, positively portrayed: The representation of older adults in television commercials. Journal of Applied Communication Research, 25, 39–56.
34. Singleton, R., Straits, B. C., Straits, M. M., & McAllister, R. J. (1988). Approaches to social research. New York: Oxford University Press.
35. Sontag, S. (1979). The double standard of aging. In J. Williams (Ed.), Psychology of women (pp. 462-478). San Diego, CA: Academic Press.
36. Srikandath, S. (1991). Cultural values depicted in Indian television advertising. Gazette, 48, 165-176.
37. Subrahmanium, C. (1988). Foreword. In A. B. Bose& K. D. Gangrade (Eds.), The aging in India (pp. v-vi). New Delhi: Abhinav Publications.
38. Tansey, R., Hyman, M. R., & Zinkhan, G. (1990). Cultural themes in Brazilian and U.S. auto ads: A cross-cultural comparison. Journal of Advertising, 19, 30-39.
39. Thomas, R. M. (1988). Oriental theories of human development. New Y ork: Peter Lang.
40. Tilak, S. (1989). Religion and aging in the Indian tradition. New York: State University of New York Press.
41. United States Bureau of the Census. (1994). Statistical abstract of the United States (114th ed.). Washington, DC: United States Government Printing Office.
42. Unwin, S. J. F. (1974). How culture affects advertising expression and communication style. Journal of Advertising, 3, 24.
43. Ursic, A. C., Ursic, M. L., & Ursic, V. C. (1986). A longitudinal study of the use of the elderly in magazine advertising. Journal of Consumer Research, 13, 131-133.
44. Williams, A., Ota, H., Giles, H., Pierson, H. D., Gallois, C., Ng, S. H., Lim, T. S., Ryan, E. B., Somera, L., Maher, J., Cai, D., & Harwood, J. (1997). Young people’s beliefs about intergenerational communication: An initial cross-cultural comparison. Communication Research, 24, 370-393.