All rights reserved This article has been cited by other articles in PMC. Abstract Aging is commonly defined as the accumulation of diverse deleterious changes occurring in cells and tissues with advancing age that are responsible for the increased risk of disease and death.
And how much do you agree or disagree that? Other demographic differences are also apparent: While aspects of cognitive and physical deficiencies continue to feature, descriptions of products specific to the older audience are also present including insurance and funerals.
Interestingly, positive descriptors such as happy, caring, funny, wise and active are more likely to be associated with advertising than with the media more generally.
Victimisation is less frequently mentioned for advertising than it is for media more generally. There is little variation between findings for business and consumer audience.
How older people are portrayed in advertising The size of each word is directly proportionate to the number of mentions of that theme. Thinking about advertising that you have seen including on TV, online, on the radio and in newspapers and magazineswhat three words describe how older people are portrayed in advertising?
This supports the conclusion that there is a misalignment between how members of the community see the older cohort and, in this case, how advertising portrays older people.
As with perceptions of the media, there are relatively few differences by demographic and sub-group about the fairness of advertising portrayals of older people. Across both media and advertising, respondents want to see one of three things: A more neutral representation: There is a strong call for older people to be represented as they are — just normal people living normal lives.
A more positive and encouraging representation: Respondents also feel that there is a need for the media to show more respect to older members of the community and to provide images and messages which reinforce the contribution that older people make to Australia. Importantly, respondents feel that retrospective portrayals of contributions are not sufficient.
Many feel there is a need for the media to demonstrate how the current cohort is contributing rather than dwelling on the impact that older people had on society in their youth for example war stories: Many feel that there is a need for the media to actively break down fear-based stereotypes, particularly those to do with health and victimisation.
Positivity is at the heart of many of the comments in relation to breaking down stereotypes: Endnotes Deloitte Access Economics, Increasing participation among older workers: The grey army advancesp i.
Economic Potential of Senior Australians — countering negative stereotypes and promoting positive media portrayal of older Australians. First Previous Chapter 4: The role and influence of the media Next Last General Information.chley, , ), proposes that attitudes and activ ities undergo a minimal amount of change after retirement.
The theory holds that rather than devel oping new roles, retired individuals seek to increase time in their remaining roles to make before and after retirement as similar possible.
An understanding of prevailing attitudes and ideas in the way older people are depicted and treated and the efforts to address this are central to all of the aspects of ageing considered throughout this book.
Australia has an ageing population. By , 21% of the population ( million) will be aged 65 and over, compared to 15% ( million) in 1. There is no reason ageing cannot be a positive process. This is despite widespread negative .
Executive director of the Global Coalition on Aging, Michael W.
Hodin, Ph.D., is also managing partner at High Lantern Group and a fellow at Oxford University's Harris Manchester College.
Aspects of dementia diagnoses and the aging process are discussed, with emphasis on the manner in which they affect staff attitudes about geriatric sexuality. Barriers to the expression of sexuality in the older person: The role of the health professional. Perceptions of physical aspects of aging (i.e., attractiveness and ability to perform everyday tasks) did not show any significant relations to culture-level variables.
For perceptions of cognitive aspects of aging (i.e., new learning, general knowledge, and wisdom), only 16% of the possible associations with culture-level predictors reached.