A content analysis of the portrayal of mature individuals in television commercials

被引：27

作者：

Peterson, RT ^{[1
]}

Ross, DT ^{[1
]}

机构：

[1] CHADRON STATE COLL,CHADRON,NE

来源：

JOURNAL OF BUSINESS ETHICS | 1997年 / 16卷 / 04期

关键词：

D O I：

10.1023/A:1017901125869

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.

引用

页码：425 / 433

页数：9

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