The Representation of Older Adults in Malaysian Advertising

By Izian Idris and Lynn Sudbury-Riley.

Published by The International Journal of Aging and Society

Format Price
Article: Print $US10.00
Published online: April 28, 2016 $US5.00

This paper presents the results of a content analysis of older adults in Malaysian advertising. It is the first study to utilize both print and television advertisements. Despite a global ageing population, many businesses in general and advertisers in particular have been criticized for not meeting the needs of older consumers. Previous content analyses reveal that older adults are vastly under-represented, and this is true across many countries in the world. The present study finds that while older women are still slightly underrepresented, there appears to be progress made in that greater numbers of older adults are now included in mainstream advertising. Moreover, these seniors are depicted as relatively happy, active, and physically strong and are utilized in ads for a range of different products. The study is the first content analysis to tentatively suggest that business is now beginning to respond to the shift in demographics.

Keywords: Older Adults, Advertising, Portrayal, Seniors, Content Analysis

The International Journal of Aging and Society, Volume 6, Issue 3, September 2016, pp.1-16. Article: Print (Spiral Bound). Published online: April 28, 2016 (Article: Electronic (PDF File; 714.561KB)).

Izian Idris

Lecturer, School of Business/ Department of Marketing, Sunway University, Subang Jaya, Selangor, Malaysia

Dr. Lynn Sudbury-Riley

Senior Lecturer in Marketing, Management School, University of Liverpool, Liverpool, UK, UK