Publication details [#53665]

Williams, Angie, Paul Mark Wadleigh, Virpi Ylänne and Chin-Hui Chen. 2010. Portrayals of older adults in UK magazine advertisements: Relevance of target audience. Communications 35 (1) : 1–27.
Publication type
Article in journal
Publication language
Place, Publisher
De Gruyter


This study explores the portrayal of older adults in UK magazine advertisements, according to a set of six descriptive types. It also examines portrayal differences in (older)age-targeted vs. general readership advertising. Previous studies on old age stereotyping, inter-group and social identity theory underly this analysis.