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A Content Analysis Of Advertising In Magazines Directed At United States And United Kingdom Seniors, Ray Markham Smith

Theses and Dissertations in Business Administration

The seniors (55+) market is a growing, attractive market. While this market represents almost one-fourth of the total population in the United States and is slightly higher in the United Kingdom today, this segment is projected to grow to approximately one-third of the population over the next quarter century.

Relative to their proportion of the total population, seniors, and especially women, have historically been underrepresented as general advertising models. When seniors are portrayed, they are often used in supporting roles or in a negatively stereotyped manner. While the aging process is associated with declines in mental and physical capabilities, and …