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Portrayals of maturity in Australian television commercials: a benchmark study

Higgs, Bronwyn and Milner, Laura (2006) Portrayals of maturity in Australian television commercials: a benchmark study. In: Hawaii International Conference on Business, 25-28 May 2006, Waikiki, Hawaii.

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Abstract

Although Australia's population is ageing, there has been no research on the portrayal of maturity in advertising. The research reported in this paper presents a simple content analysis of a sample of Australian television commercials. The age profile of a sample of television commercials compared with Australian census data. In addition, the paper examines the nature of mature role portrayals in advertising. The paper concludes mature people are not only under-represented, but they are also misrepresented in television advertising.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: seniors, ageing, television advertising, content analysis, Australia
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: Ms Bronwyn Higgs
Date Deposited: 14 Aug 2008
Last Modified: 23 May 2013 16:39
URI: http://vuir.vu.edu.au/id/eprint/876
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