The invisible majority? Older models in UK television advertising

Abstract

AbstractThis paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising. Findings suggest that older models are not portrayed as stereotypically old. However, as a whole, and in particular women, they are still under-represented in major roles, and there is an apparent reluctance by marketers in some product categories to portray older models at all. Additional informationNotes on contributorsPeter SimcockPeter Simcock is a Senior Lecturer in Marketing in the School of Management, Liverpool John Moores University. After completing his undergraduate degree in 1977, he worked in industry and returned to education in 1984, gaining an MSc in Marketing Management. He has published and presented papers on the older consumer in the United Kingdom, Europe and the USA.SudburyDr. LynnLynn Sudbury entered higher education as a mature student after 13 years working in industry. After gaining a first class honours degree in Business Administration, she became a lecturer in the School of Management. Her PhD is on 50+ consumers, and she has published articles in the fields of consumer behaviour, marketing and gerontology, and has presented papers in the United Kingdom, Europe and the USA.