Stereotypes: Older Adult Representation in Australian Newspaper Advertising

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.