The portrayal of older adults in advertising: A cross-national review

Yan Bing Zhang, Jake Harwood, Angie Williams, Virpi Ylänne-Mcewen, Paul Mark Wadleigh, Caja Thimm

Research output: Contribution to journalArticlepeer-review

75 Scopus citations


From a multinational perspective, this article provides an overview of a number of research programs examining portrayals of older adults in advertising. The research described includes both quantitative and qualitative analyses of the place of older people in advertising and the ways this is associated with older adults' place in society. This article is organized around three central themes: an overview of the major theoretical perspectives surrounding advertising and aging; an overview of research conducted in the United States, Great Britain, Germany, China, and India; and a final critique.

Original languageEnglish (US)
Pages (from-to)264-282
Number of pages19
JournalJournal of Language and Social Psychology
Issue number3
StatePublished - Sep 2006


  • Advertising
  • China
  • Germany
  • Images of aging
  • India
  • Stereotypes of older adults
  • United Kingdom
  • United States

ASJC Scopus subject areas

  • Social Psychology
  • Education
  • Language and Linguistics
  • Anthropology
  • Sociology and Political Science
  • Linguistics and Language


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