By C. Lee Harrington, Denise Bielby, Anthony R. Bardo (eds.)
The intersections of getting older, media, and tradition are under-explored given developments in inhabitants getting older, speedy raises within the mediation of daily life, and the becoming cultural value of media intake on the international point. This ebook brings jointly a global choice of severe students, either well-established and up-and-coming, from some of the educational disciplines that percentage a typical curiosity sooner or later learn of getting older and media. This anthology of unique articles integrates getting older conception and media stories via a learn of center concerns together with the media’s impression at the building of “old age,” the reciprocal effect of getting older on media industries, age-based identities in a mediated global, problems with gender and sexuality in an getting older society, and the sensible implications of a extra built-in strategy among the 2 fields. The chapters discover the intersections among getting older and media within the nation-states of advertising/marketing, tv, movie, song, superstar and social media, between others.
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Additional info for Aging, Media, and Culture
The difference lies in the way they are advertised. The pro-age Dove soap campaign for women, with the tagline “beauty has no age limit” is one example of a new direction in marketing using real models, in this case older, multicultural, and often unclothed women who defy the younger-is-better strategy. ) © Harrington, C. ; Barrett, Anne; Baumann, Shyon; Claessens, Nathalie; de Laat, Kim; Gunderson, Justine Lexington Books, Lanham, ISBN: 9780739183649 30 Anne L. Balazs Another class of remedies includes prescription drugs and supplements to enhance performance, reduce pain, and extend vitality and require the consultation of a physician.
The concept stuck as an important one in addressing older consumers. Stephens (1991) suggested cognitive age as a valuable concept for advertising to elders. Twenty years later this is precisely the practice we are reviewing. Have we created products, services, and corresponding advertising copy to appeal to the cognitive age of the older viewer? Over time, cognitive age has only become a more profound concept that has implications beyond purchasing behavior. ” The direction of the relationship was not determined.
Myers and Lumbers (2007) point out the “sea change in attitude” between mature (fifty-five and older) shoppers and the generations who came before them. The differences are not age related, as much as the role changes and life stages they have experienced. Schewe and Balazs (1992) pointed out the importance of role transitions and for marketers to be © Harrington, C. ; Barrett, Anne; Baumann, Shyon; Claessens, Nathalie; de Laat, Kim; Gunderson, Justine Lexington Books, Lanham, ISBN: 9780739183649 Forever Young 33 aware of the profile of their customers.
Aging, Media, and Culture by C. Lee Harrington, Denise Bielby, Anthony R. Bardo (eds.)