Hospital portrayal of seniors in newspaper advertisements: a content analysis.
The purpose of this inquiry was to analyze: (a) the extent to which hospitals employed senior citizens as models in their advertisements, (b) the roles of these models and their active-passive status, and (c) the degree to which the advertisements portrayed seniors in a positive or negative status. Content analysis was employed to assess these issues. Hypotheses about the portrayal of senior citizens by hospitals were tested by examining advertisements in newspapers. The analysis provided some findings which should be of value to researchers and practitioners in the health care industry.
Peterson
R T
RT
Department of Marketing, New Mexico State University, Las Cruces 88003, USA.
Kapoor
H
H
D000329:Advertising / Q000706:statistics & numerical data*; D017677:Age Distribution; D000368:Aged / Q000706:statistics & numerical data*; D001290:Attitude; D006299:Health Services for the Aged; D015285:Hospital-Patient Relations; D006801:Humans; D016901:Intergenerational Relations; D008389:Marketing of Health Services / Q000379:methods* / Q000592:standards; D008875:Middle Aged; D009524:Newspapers as Topic; D010465:Perception; D011639:Public Opinion; D014481:United States