“Advertising and Ageism: Some Brands Discover There’s Life After 65”
Advertising has always underrepresented older people, and when it has included them, it has often been in a stereotypical and pejorative manner. In reality, this reflects the values of our societies, where old age is stigmatized. Despite prevailing ageism, anti-ageist discourses are beginning to permeate, thanks in part to various institutional initiatives. An example in the Spanish context is the “Cuenta conmigo” campaign, promoted by “Soy mayor, soy como tú”.
However, something is changing. Some commercial brands are joining in with advertising campaigns that are unashamedly showing charismatic older protagonists who don’t look like traditional negative stereotypes. Examples can be found in the food, beauty and care, or even the fashion sector. Advertising is not exactly innocuous. Although it is changing, it is common for it to perpetuate stereotypes and generate negative biases about old age that often go unnoticed.
You can learn more about it in the original article (written in Spanish).