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A CONTENT ANALYSIS OF THE PORTRAYAL OF OLDER ADULTS IN MAGAZINE ADVERTISEMENTS IN MALAYSIA
American University of Sharjah (UNITED ARAB EMIRATES)
About this paper:
Appears in: INTED2009 Proceedings
Publication year: 2009
Pages: 1482-1492
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
Abstract:
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.