The Depiction of Senior Citizens in Magazine
Advertisements: A Content Analysis
ABSTRACT. This study utilized a content analysis of
magazine advertisements to measure the frequency that
senior citizens were used as models in the advertisements
and the extent to which they were presented in a desirable or
undersirable light, relative to younger persons. A sample of
consumer magazines was examined, in order to assess
hypotheses related to the depiction of seniors by advertisers.
The research results were analyzed and conclusions drawn
which can be of potential value to marketers whose goods
and services have potential appeal to older consumers.
Introduction
As the population of the United States and Canada
continues to mature, marketers in these countries are
directing increased attention to older consumers
(Lumpkin et al., 1985). This is appropriate, as indi-
viduals in advanced years are becoming increasingly
attractive targets based upon their numbers, income,
and purchasing patterns (Keane, 1985). Senior citi-
zens constitute a sizeable market for items tradi-
tionally associated with older age, such as recrea-
tional vehicles and lawn furniture and also for goods
and services which once were felt to appeal mainly
to younger people, such as exercise equipment and
informal leisure wear (Fannin, t985). They have
become a significant target for a number of com-
panies in multiple industries.
Given the current and potential importance of
senior markets, one would expect that many U.S.
and Canadian advertisers would make substantial
use of older persons as models. This could assist
Robin T. Peterson is Sunwest Financial &rvices Distinguished
Professorat New Mexico State University. He receiveda B.S. and
M.S. and a Ph.D. He has published a number of articles and
books on business adminstration.
Journa/ ofBusiness Ethics 11: 701--706, 1992.
© 1992 Kluwer Academic Publishers. Printed in the Netherlands.
Robin T. Peterson
them in presenting attractive/appeals to this segment
(Festervand and Lumpkin, t985). However, charges
have been made to the effect that younger modds
dominate advertisements, sometimes even for pro-
ducts which are directed at their older counterparts
(Smith and Moschis, 1985). This would suggest that
some advertisers hold the view that mature individ-
uals constitute less attractive points of reference in
promotion appeals.
Further, when older people appear in advertise-
ments they are sometimes shown as uninformed,
naive, helpless, or in some other unfavorable light.
Such a role depiction is not likely to appeal to
seniors and may be a factor in reducing the stature of
their self images (Petre, 1986). From a societal
perspective, this is a dysfunctional state of affairs,
with an outcome of which few advertisers would
endorse.
The purpose of the study described here was to
assess the extent to which senior citizens are em-
ployed as models in a sample of advertisements and
the manner (positive or negative) in which they are
portrayed. Findings rdative to these two variables
could be of value in addressing the validity of the
charges that this segment is neglected and/or de-
picted unfavorably.
R e v i e w o f the literature
The marketing literature has been the source of
numerous insightfial studies into the status and
characteristics of elderly consumers, appropriate
strategies for attracting their patronage, and the
interface between advertising and older people. A
number of inquiries have probed into the size and
the potential of this market (Lazer, 1985). The
consensus is that it is larger than many marketers
realize and is growing at a brisk pace, presenting
702 Robin T. Peterson
opportunities upon which some companies are capi-
talizing, whereas others are overlooking (Schewe,
1985). Some of the research on the elderly consumer
has focused upon their purchase motives and behav-
ior in particular sectors of the economy. Various
researchers, for instance, have examined attitudes
and patronage motives regarding particular retail
institutions, such as banks (Burnett and Wilkens,
1986). Others have looked at store patronage behav-
ior at specific kinds of retail outlets, such as apparel
enterprises (Linden, 1986).
Various studies have addressed a number of
different aspects of the consumer behavior that is
characteristic of older persons in general and par-
ticular segments of this population. Some have
considered the special needs to these individuals as
participants in the marketplace (Langmeyer, 1983).
Others have examined the attitudes, cognitive styles,
aspirations, lifestyles, and resulting purchase activi-
ties which are unique to this segment (Conner and
Bultena, 1979). Other inquiries have looked into
major problems which these individuals confront
when they assume a role of consumer (Smith et al.,
1984). These problems range from difficulties in
opening containers to inability to read small print
and obstacles to securing credit.
Generally, the literature suggests that advertisers'
attitudes toward the elderly are consistent with the
general public's attitudes toward the elderly. As
overall attitudes change, those of advertisers might
be expected to be altered. Advertisers, in their efforts
to satisfy consumers, usually direct their efforts
toward perspectives valued by the public at large.
Hence, if overall attitudes toward the elderly are
negative, advertisements may mirror this viewpoint.
There has been a body of research which investi-
gates the attractiveness of alternative marketing
efforts in appealing to the elderly. Some analysts
have examined the success of various strategies and
tactics as means of penetrating that segment, for
instance (Lumpkin, 1985). Others have considered
the experience of the elderly with the advertising
media, which is the topical area within which the
present study falls (Phelps, 1986). This study, then,
builds upon a body of knowledge which is growing
and of increasing value to marketers.
Hypotheses
The inquiry addressed two hypotheses. These are as
follows:
1. Persons who are age 45 and above are depicted
in disproportionally low frequencies, as com-
pared to those below age 45, in magazine
advertisements.
2. When portrayed in magazine advertisements,
persons 45 and older are shown in an under-
sirable light, as by appearing to be impaired,
helpless, weak, lazy, or uninformed relative to
younger persons.
Age 45 was selected as the cutoff point for senior
citizens in light of the fact that this is considered to
be the starting point of the mature-years life-cycle
stage by numerous researchers.
If the two hypotheses cannot be rejected, there
may be reason to believe that many marketers are
devising promotion strategies and tactics in a man-
ner that suggests an underestimation of the potential
inherent in the senior market. Among the major
consequences of such a posture is failure to attract
revenues from this market (Dowd, 1980). Such an
outcome can be dangerous, since the market is
growing rapidly, both in numbers and in purchasing
power and can be expected to continue this trend in
the foreseeable future.
The study
Magazine advertisements were examined in the
study, since those provide documented evidence of
advertisers' philosophies in a structure that is di-
rected to specific audiences. The study utilized a
content analysis of a sample of magazine advertise-
ments appearing in the 1989 issues of Reader's Digest,
Newsweek, Business Week, Esquire, Gentleman's Quar-
terly, T. V. Guide, Good Housekeeping, Family Circle,
Women's Day, 71"me, The New Yorker, McCalls, and
Field and Stream. These are all publications that,
according to Standard Rate and Data Service circula-
tion data, are widely read by individuals in all adult
age groups. Publications which appeal primarily to
specific age groups, such as Modern Maturity and
Sassy, were avoided. The analysts (four graduate
 Depiction ofSenior Citizens in Advertisements
students and the author) examined a sample of
advertisements appearing in the magazines and
identified those which used human models. A total
of 1673 ads were so identified. Each of the analysts
assorted the advertised brands into one of three
categories:
1. A brand which is specifically aimed at senior
citizens, e.g., a dentifrice.
2. A brand which is specifically aimed at persons
who are younger than senior citizens, e.g., an
ache preventative.
3. A brand which is not specifically aimed at any
one age group, e.g., a bread brand.
For a brand to be permanently assigned to any one of
the three groups above, a decision rule was adopted
whereby all five of the judges would have to label it
as such. A total of 621 ads were so designated.
The analysts were also asked to assign each of the
models appearing in the ads to one of three age
groups: (1) less than 45, (2) 45 to 64, and (3) 65 and
older. For a model to be so classified a decision rule
was established whereby all five of the analysts must
agree to the designation. A total of 439 ads were
designated in this manner. The judges were also
asked to indicate if they felt that the models were
depicted in a (a) desirable, or (b) undesirable manner
in the ads. "Desirable" was defined as displaying
mental and physical competence in carrying out the
roles portrayed, while ~Undesirable" was defined as
displaying mental or physical incompetence in these
roles as exemplified by the appearance of being
impaired, helpless, uninformed, weak, or lazy. The
same decision rule as was mentioned above was
employed. A total of 375 ads were designated into
these categories, based upon the decision rule.
The analysis involved an examination of frequen-
cies for the categories set forth above.
tt should be realized that an element of sub-
jectivity arises when content analysis is utilized.
Certainly judgment is required when this method of
gathering insights is employed. As a result, the
numbers cited in subsequent tables should not be
viewed as precise measures of the variables under
study, but rather as general indications of magni-
tudes and trends.
The analysts who examined the advertisements
were furnished with two, two-hour training sessions
703
in content analysis. All had previous experience in
conducting marketing research studies. They were
briefed on the goals and techniques of the method
and were furnished with definitions and examples of
the age groups to be employed and of ads which
depicted models in desirable or undesirable lights. At
the end of each training session the analysts were
asked to evaluate 30 ads chosen randomly from
consumer magazines as appealing to (A) consumers
under 45 years of age, (]3) consumers 45-64 years of
age, and (C) consumers 65 and over. In addition, the
analysts were asked to evaluate whether the ads
depicted the models which they obtained in a (a)
favorable, or (t3) unfavorable light. Chi square tests
for homogeneity of the classifications revealed that
the analysts' classifications did not differ significantly
at the 0.05 level. To further reduce bias, the graduate
student analysts were not informed as to the purpose
of the study.
Results
Table I sets forth the number and the percentage of
the models appearing in each of the three age
groups, for the category of brands denoted by the
judges as not specifically aimed at any one age group
(a total of 217 advertisements). It is evident that the
majority of the advertisements contain models who
are in the less than 45 age grouping. A Tukey K test
indicates that the proportion in this grouping is
significantly greater than the other two groups
combined at the 0.05 level. This evidence is in
accordance with the first hypothesis. The Tukey K
test indicates that the proportion in the 45-64 age
group is significantly greater than the proportion in
the 65 and older classification. Overall, then, for
those brands which were perceived as not being
aimed at any particular age group, seniors are infre-
quently used as models.
Another analysis was conducted by comparing the
proportions set forth in Table I with the percentages
in the population accounted for by the three age
groups. The population percentages (rounded to the
nearest percentage point) are 68% for the number 45
grouping, 20% for the 45-65 grouping, and 12% for
the 65 and older grouping (Visvabharathy and Rink,
1985). According to Tukey K tests for significance of
differences between frequencies the number of
 704 Robin T. Peterson

TABLE I TABLE II
Models appearing in age groups for brands not aimed at Models designated in a desirable or undesirable light
any one

Age group Desirable Undesirable Totals

Age group Number of ads Percent of total No. Pct. No. Pct. No. Pct.

Less than 45 178 82% Less than 45 121 78% 34 22% 155 100%
• 45-64 28 13% 45-64 14 69% 7 31% 21 100%
65 and older 11 5% 65and older 5 58% 4 42%
Total 140 77% 45 25% 185 100%
Total 217 100%

TABLE III
advertisements containing models in the less than 45
Models appearing in age groups for brands specifically
age group was significantly greater than the percent-
aimed at persons age 45 and older
age of this group in the overall population. On the
other hand, the percentages for the two senior
Age group Number of ads Percent of total
groups were significantly below the percentage in
the population, providing further support for hy-
pothesis one. Less than 45 21 21%
Table II sets forth the numbers and percentages of 45-64 46 46%
65 and older 32 33%
the ads containing models that were designated as
being depicted in a desirable or undesirable light. It Totals 99 100%
is apparent that older models, particularly those 65
and older were portrayed less favorably than their
younger counterparts. The differences between the
first and second and the third and second groups are TABLE IV
statistically significant at the 0.05 level, according to Models in the table III ads designated in a desirable or
Tukey K tests for the differences between two undesirable light
percentages. This finding supports the second hy-
pothesis of the inquiry. Age groups Desirable Undesirable Totals
Table III presents the number of models in the No. Pct. No. Pct. No. Pct.
various age groups for brands which were judged as
specifically aimed at persons aged 45 and older. Less than 45 13 79% 4 21% 17 100%
More than three fourths of the models (79%) were 45-64 31 78% 9 22% 40 100%
judged to be in the latter two age groups. Also, the 65and older 21 72% 8 28% 29 100%
percentages in the sample that fell into the two age
Total 86
groups exceed corresponding percentages of the total
U.S. population in these age groups. It can be con-
cluded that, for these brands, older models tend to
be used frequently, a finding that runs contrary to for brands aimed at older persons, models who are
the first hypothesis. older are not depicted more favorably than younger
Table IV contains the numbers and the percent- models.
ages of the ads in Table III containing models that Table V presents the ages of models appearing in
were identified as depicted favorably or unfavorably. the Age Groups for Brands judged to be specifically
Older models were depicted less favorably than aimed at younger persons. A very high percentage of
younger ones. However, the differences between the the models are in the less than 45 age group, while
percentages were not significant at the 0.05 level, the number in the other categories is very small,
according to a Tukey K test. It appears that even falling below the percentages in the U.S. population.
 Depktion of Senior Citizens in Advertisements 705

The differences were significant at the 0.05 level, depicted as frequently as are their younger coun-
according to a Tukey K test. terparts in magazine advertisements directed to the
Table VI presents the numbers and the percent- general public. A content analysis presented con-
ages of the ads in Table V containing models that siderable evidence in favor of this hypothesis, even
were identified as being depicted in a desirable or for brands that appear to be directed toward older
undesirable light. The frequencies in the two older persons. Older consumers were not shown as fre-
age groups are too small to permit meaningful quently as their younger counterparts, even as
conclusions. In the less than 45 age cluster, a very compared to their composition of the total popula-
high percentage of the sample labeled the model as tion. The study also examined the extent to which
being depicted in a desirable light. This percentage is older models in advertisements were depicted in an
considerably higher than any other "desirable" figure unfavorable light, relative to younger persons. The
elicited in the study, and suggests an inclination by analysis indicated that seniors tend to be portrayed
advertisers to present younger persons in a very in a less desirable manner, although this pattern is
positive light, when the brand is oriented to the not so pronounced for brands specifically aimed at
younger segment. older persons as it is for brands specifically aimed at
younger persons.
Many advertisers may be committing a serious
TABLE V error by neglecting seniors in their advertisements
Models appearing in age groups for brands specifically and by picturing them negatively. This is not an
aimed at younger persons effective way to appeal to this market, which is
affluent, large, and growing. These firms may be
Age group Number of ads Percent of total sacrificing market share to competitors who are in
tune with this market and its needs. The bias in the
Less than 45 114 94% United States against seniors may have entered into
45--64 6 4% their value systems, perhaps subconsciously, and may
65and older 3 2% act as a detriment to sales volume (Barnes and Peters,
1982).
Total 123 100%
There is a societal cost of neglecting seniors and
of portraying them in an unfavorable light. This
treatment reinforces society's notions of older per-
TABLE VI sons as inconsequential beings who lead an unenvi-
Models in the ads in table V designed in a desirable or able lifestyle. Further, it may reinforce negative self
undesirable light images of many seniors, who see themselves as
neglected or deprecated in advertising. Marketers
Age group Desirable Undesirable Totals could render a social service by showing seniors as
No. Pct. No. Pct. No. Pct. important entities in American culture and as indi-
viduals who are capable, knowledgeable, and moti-
Less than 45 96 97% 3 3% 99 i00% vated.
45--64 2 67% 1 33% 3 100%
65and older 1 50% 1 50% 2 100%
Total 99 96% 5 18% 104 100% References

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New Mexico State University,
College of Business Administration and Economics,
Las Cruces, NM, 88003-000I,
U.S.A.