The representation of older people in advertisements

Marylyn Carrigan, Isabelle Szmigin

Research output: Contribution to journalArticle

32 Citations (Scopus)


This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of current advertising in print media, using content analysis of British advertisements in appropriate journals. The paper includes general discussion about ageism in advertising and its societal implications.

Original languageEnglish
Pages (from-to)311-326
Number of pages16
JournalInternational Journal of Market Research
Issue number3
Publication statusPublished - Jul 1999
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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