Portrayals of maturity in Australian television commercials: a benchmark study

Export

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.

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)
URI https://vuir.vu.edu.au/id/eprint/876
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords seniors, ageing, television advertising, content analysis, Australia
Download/View statistics View download statistics for this item

Search Google Scholar

Repository staff login

CORE (COnnecting REpositories)