Exploring how older women want to be portrayed in advertisements

Previous research has demonstrated that older women carry a stigmatized identity in society and are severely underrepresented in advertisements in all types of media around the world. Brands have been admonished to increase the presence of older women in their ads. However, it is unclear how older women wish to be depicted in ads. This study used an interpretative phenomenology analysis (IPA) approach to explore older women's preferences regarding model appearance and roles in ads targeted toward them. Interviews were conducted with twenty women aged 53 to 71; all were white, none were severely disabled, and none were in financial distress. Participants expressed a preference for belonging: to see models that represent their actual age shown in groups of older women or with women of different ages. In addition, common advertising stereotypes were reframed using participants' preferences to portray authentic identities: from ageless beauty to age-appropriate and attractive, and from traditional granny to woman of purpose. Implications for theory and practice are discussed.