Miller P N, Miller D W, McKibbin E M, Pettys G L
Washburn University, Topeka, Kansas, USA.
Int J Aging Hum Dev. 1999;49(4):319-37. doi: 10.2190/A078-FRJE-NQ1P-C3KY.
The globalization of American culture is increasing as various media target an international market. This article reports the results of a study examining trends in the stereotyping of the elderly in print advertisements appearing from 1956 to 1996 in U.S. magazines. Results show that the percentage of elderly portrayals in print ads has decreased. There has been relatively little overall stereotyping of elderly, with only 4 percent of the sample depicting negative stereotypes. Nevertheless, there has been an increasing percentage of negative stereotypes and a decreasing percentage of positive stereotypes. Results are analyzed in relationship to marketing trends and the social impact on aging.
随着各种媒体将目标对准国际市场，美国文化的全球化程度日益提高。本文报告了一项研究的结果，该研究考察了1956年至1996年在美国杂志上刊登的平面广告中老年人刻板印象的趋势。结果显示，平面广告中老年人形象的比例有所下降。总体而言，对老年人的刻板印象相对较少，样本中只有4%呈现负面刻板印象。然而，负面刻板印象的比例在增加，正面刻板印象的比例在下降。本文结合营销趋势和老龄化的社会影响对结果进行了分析。
