From sick elderly to super-grandparents. A typology of elderly representations in Romanian video advertising
From sick elderly to super-grandparents. A typology of elderly representations in Romanian video advertising
Author(s): Simona-Nicoleta VulpeSubject(s): Social Sciences
Published by: Universitatea din Bucuresti, Facultatea de Sociologie si Asistenta Sociala
Keywords: Elderly;commercials; advertising; representations; typology;
Summary/Abstract: The aim of this paper was to study the elderly representations in Romanian video advertising in order to identify a typology corresponding to these representations. The research method that I used was the content analysis with a dominant qualitative approach, but also including quantification elements. The commercials that I selected for my analysis promoted health products, banking and insurances and fast moving consumers’ goods (FMCG). The identified typology is composed of five types of elderly representations: Super-Grandparents, Seclusive Elderly, Sick Elderly, Funny Elderly, and High-Tech Elderly. The representation types and their stereotypical content varied depending on the type of product/service that was promoted and on the public addressed by commercials.
Journal: Journal of Comparative Research in Anthropology and Sociology
- Issue Year: 8/2017
- Issue No: 02
- Page Range: 115-148
- Page Count: 148
- Language: English