Free Work and Freelancing

When should students work for free, and when should students charge for their time? Some students are starting their media businesses while others are choosing to work for free at unpaid internships? Let’s discuss when working for free makes sense, and when your work should make cents. Join us for the “free work” debate

Intercultural Communication through Advertising

Intercultural Communication and Research Advertising Mistakes Global Campaign Succes

The Representation of Mature Adults in TV Commercials: A Cross-Cultural Content Analysis of Portrayals in Poland and in the U.S.

The aim of the article is to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to analyze the portrayal of this group as, on the one hand, they are a lucrative and growing consumer market, however, on the other hand, past studies have shown that this segment has been often stereotyped and underrepresented. It is hypothesized that due to clear differences in the value systems and socio-economic characteristics of both countries, the representation of the mature segment of consumers will differ significantly in terms of their overall portrayal. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. The method was a comparative content analysis. Each commercial was examined particularly for the social context, the activities performed by the individuals, gender representation, health status, race, image, role and product/service type. The findings showed that older people play various roles, however, cultural values and differences were evident in the commercials placed in both countries. This could be seen in the content and focus of the ads

The Representation of Mature Adults in TV Commercials: A Cross-Cultural Content Analysis of Portrayals in Poland and the U.S.

The researchers set out to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to examine the portrayal of this group because they are a lucrative consumer market. Past studies have shown that is particular segment has been often underrepresented and stereotyped. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. Each commercial was examined particularly for the activities performed by the individuals, the social context, health status, gender representation, product/service type, and positive or negative portrayal. In the particular sample, the findings showed that older people play very different roles. Cultural values and differences were evident in the commercials. This could be seen in the content and focus of the ads