Stereotypes: Older Adult Representation in Australian Newspaper Advertising
Date
Authors
Butson, Michael
Wright, Richard
Supervisor
Item type
Journal Article
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
SAGE Publications
Abstract
Newspapers feature advertising that can shape public perceptions, sometimes reproducing harmful beliefs based on ageing stereotypes. Ageism is one of the most normalised and accepted forms of prejudice in Australia. As visual imagery often attracts more attention than language alone, this study explores the representation of older adults in Australian newspaper advertising. The study identified 5124 advertising images over a 16-week period and included 14 Australian newspapers representing local, state and national levels. Our results suggest, when you consider Australia's older adult demographic proportion, there is adequate visibility of older adults in newspaper advertisements. Nevertheless, we also identified concerning aspects of stereotyping, including representations of older adults in poor health and being incapable. Findings highlight the need for advertising professionals to be more mindful of their choice of imagery. Recommendations include the use of a multiplicity of images and involving older adults at each stage of advertisement design.Description
Keywords
4701 Communication and Media Studies, 47 Language, Communication and Culture, Aging, 16 Studies in Human Society, 19 Studies in Creative Arts and Writing, 20 Language, Communication and Culture, 3605 Screen and digital media, advertising, newspapers, Australia, visual ageism, ageing stereotypes
Source
Media International Australia, ISSN: 1329-878X (Print); 2200-467X (Online), SAGE Publications. doi: 10.1177/1329878x251375141
Publisher's version
Rights statement
© The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).