Research indicates that stereotypes in advertising exist related to age, gender, and race. For example, older adults, identified as people over the age of 65, are less frequently the main character in advertisements. When they are in advertisements they are often portrayed with a group. (Eisend 2021) According to Reuben Ng (2021), “visual ageism” occurs when older adults are underepresented in the media or represented without positive traits or in a stereotyped manner such as being frail or vulnerable. Ng found that negative stereotypes about aging that were seen in advertisements caused lower quality of life in the elderly. Conversely, positive aging stereotypes like the elderly being kind, and wise have been shown to correlate with a better quality of life in the elderly. (Ng 2021) In addition, elderly people are often portrayed in scenes in the home or outside.
Research shows that older women are represented less frequently than men. Caucasians are utilized in ads more often than people of other races. (Eisend 2021)
‘What’s Next: Still on the Road‘ by Eliquis
Stereotyping within select age groups is prominent throughout medical advertisements. Media often misrepresents the age group that their product is marketed for by casting people who are younger than the product is intended. describing characteristics of people associated with different age groups. When marketing to older adults, Eisend states, “portrayals often reflect simplified or generalized beliefs and judgments about aging, old age, and older people.”(Eisend 2021)
‘Father and Son‘ by Namzaric
Medical advertisements depict older individuals more negatively when featuring memory loss issues. Many ads fail to show the reality of elderly people with medical conditions, choosing to mislead the public by depicting a falsified version. (Brashier 2021)