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Competent en veelzijdig

Representatie van ouderen in de Ster-reclame tien jaar later
  • M. van Selm
  • G. J. Westerhof
  • B. de Vos
Artikelen

Abstract

Older adults’ portrayal in Dutch television commercials The present study replicates our study of older adults’ portrayal in Dutch television commercials conducted in 1993. The central question is whether older adults are being portrayed more visibly in Dutch television commercials and whether this portrayal has become more diverse compared to ten years ago. Based on a list of descriptions of all commercials broadcasted by public television channels in 2003 (N= 4767) 117 commercials featuring older adults were selected. By means of a quantitative content analysis it was examined whether and how older men and women are portrayed. It was concluded that although older adults are not more prevalent compared to ten years ago, their portrayal is more diverse with respect to their roles and the advertised products. Older adults were portrayed as more competent and less age-stereotypical in television commercials.

Tijdschr Gerontol Geriatr 2007; 38:.57-64

Samenvatting

Dit onderzoek naar de representatie van ouderen in de Ster-reclame is een replicatie van een door ons uitgevoerd onderzoek uit 1993. De centrale vraag is of ouderen ten opzichte van tien jaar geleden zichtbaarder en gevarieerder afgebeeld worden in de Ster-reclame. Op basis van een lijst met beschrijvingen van alle reclames uit 2003 (N=4767) selecteerden wij reclames waarin ouderen voorkomen (n=117). Met behulp van kwantitatieve inhoudsanalyse werd onderzocht hoe vaak en op welke wijze oudere mannen en vrouwen worden afgebeeld. Wij concluderen dat hoewel ouderen procentueel niet vaker voorkomen dan 10 jaar geleden, zij wel gevarieerder worden afgebeeld, dat wil zeggen in een grotere diversiteit aan rollen, en bij uiteenlopende producten. Bovendien worden ouderen nu competenter en minder leeftijdstereotiep afgebeeld in de Ster-reclame.

beeldvorming leeftijdstereotypen tv-reclame inhoudsanalyse 

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Copyright information

© Bohn Stafleu van Loghum 2007

Authors and Affiliations

  1. 1.

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