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Portrayals of maturity in Australian television commercials: a benchmark study

By Bronwyn Higgs and Laura Milner

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

Topics: 350000 Commerce, Management, Tourism and Services, School of Hospitality Tourism and Marketing, seniors, ageing, television advertising, content analysis, Australia
Year: 2006
OAI identifier: oai:eprints.vu.edu.au:876
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