About this paper

Appears in:
Pages: 1482-1492
Publication year: 2009
ISBN: 978-84-612-7578-6
ISSN: 2340-1079

Conference name: 3rd International Technology, Education and Development Conference
Dates: 9-11 March, 2009
Location: Valencia, Spain

A CONTENT ANALYSIS OF THE PORTRAYAL OF OLDER ADULTS IN MAGAZINE ADVERTISEMENTS IN MALAYSIA

T. Mohd Ismail

American University of Sharjah (UNITED ARAB EMIRATES)
The aim of this study is to examine the depiction of the social group of older adults above the age of 46 in Malaysia, in order to gain an understanding of the cultural mores inherent in Malaysian society towards older adults. Specifically this study will employ the frame work developed by Harwood and Roy (1999), to conduct a quantitative content analysis on a total of 390 magazine advertisements from 14 mainstream magazines in Malaysia. The analysis revealed that older adults were portrayed less frequently in advertisements in comparison to adults below the age of 46 years.
@InProceedings{MOHDISMAIL2009ACO,
author = {Mohd Ismail, T.},
title = {A CONTENT ANALYSIS OF THE PORTRAYAL OF OLDER ADULTS IN MAGAZINE ADVERTISEMENTS IN MALAYSIA },
series = {3rd International Technology, Education and Development Conference},
booktitle = {INTED2009 Proceedings},
isbn = {978-84-612-7578-6},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {9-11 March, 2009},
year = {2009},
pages = {1482-1492}}
TY - CONF
AU - T. Mohd Ismail
TI - A CONTENT ANALYSIS OF THE PORTRAYAL OF OLDER ADULTS IN MAGAZINE ADVERTISEMENTS IN MALAYSIA
SN - 978-84-612-7578-6/2340-1079
PY - 2009
Y1 - 9-11 March, 2009
CI - Valencia, Spain
JO - 3rd International Technology, Education and Development Conference
JA - INTED2009 Proceedings
SP - 1482
EP - 1492
ER -
T. Mohd Ismail (2009) A CONTENT ANALYSIS OF THE PORTRAYAL OF OLDER ADULTS IN MAGAZINE ADVERTISEMENTS IN MALAYSIA , INTED2009 Proceedings, pp. 1482-1492.
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