title: The Representation of Older People in East Asian Television Advertisements.
abstract: In this study, 432 television advertisements from Hong Kong, Japan, and South Korea were analyzed to determine their representations of older people. Findings demonstrate that in East Asian advertisements, older people are highly underrepresented, appear in major roles, mostly alongside younger people, and older men clearly outnumber older women. The other variables investigated (i.e., setting and product categories) led to no conclusive findings for the three societies. In short, our study, employing ethnolinguistic vitality theory to analyze television advertisements, demonstrates how East Asian societies greatly marginalize older people. Potential effects of such representations are discussed using social cognitive theory and cultivation theory.
authors.affiliation: 1 School of Media and Communication, Hallym University, Chuncheon, South Korea.
authors.forename: Michael
authors.initials: M
authors.lastname: Prieler
authors.affiliation: 2 School of Media & Design, Shanghai Jiao Tong University, Shanghai, China.
authors.forename: Alex
authors.initials: A
authors.lastname: Ivanov
authors.affiliation: 3 Department of Contemporary Communication, St. Margaret's Junior College, Tokyo, Japan.
authors.forename: Shigeru
authors.initials: S
authors.lastname: Hagiwara
mesh_terms: D000329:Advertising / Q000706:statistics & numerical data*; D000375:Aging / Q000208:ethnology*; D006723:Hong Kong / Q000208:ethnology; D006801:Humans; D007564:Japan / Q000208:ethnology; D056910:Republic of Korea / Q000208:ethnology; D013690:Television / Q000706:statistics & numerical data*
keywords: East Asia; aging society; content analysis; older people; representation; television advertising