One-Minute Book Reviews

September 20, 2021

Too Many TV Ads Stereotype People Over 50

Filed under: Uncategorized — 1minutebookreviewswordpresscom @ 4:01 pm
Tags: , , , ,

Something is missing from all those commercials for the new fall smartphones–gray hair.

You’d never know from the TV ads that most Americans between the ages of 50 and 64 own a smartphone. Older Americans appear in only 15 percent of media images shown by popular brands or groups. And just 5 percent of the images show over-50s using technology, an AARP study found.

That’s far from the only injustice the TV advertisers do to Americans of a certain age.

Too many marketers see people over 50 as stuck in the era of Steely Dan and bell-bottoms, if not in that of the Dave Clark Five and go-go books. In her recent book In Our Prime: How Older Women Are Reinventing the Road Ahead, the media scholar Susan J. Douglas faults the many ways in which marketers stereotype boomers, older Gen-Xers, and, basically, anyone they see as “old.”

Douglas notes that advertisers roll out ageist stereotypes, in drug and other ads, in ways that especially hurt women. In commercials gray-haired men drive tractors, go kayaking, or play guitar in a rock band. Women shop, garden, or play with grandchildren.

Interested in learning more? I take on some of the most common stereotypes in my “Five Ways TV Commercials Insult People Over 50″ on Medium. Visitors to the site have been adding other stereotypes or injustices in a lively discussion in the comments section. I respond to all, so please drop by and add your own if this topic interests you. Thanks for visiting One-Minute Book Reviews.

Leave a Comment »

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Blog at WordPress.com.

%d bloggers like this: