elderly People are often stereotypes in the form of angry, rich or forgotten in aggressive and harmful Advertisement, A guards have warned.
In new research done by Advertising standard authority (ASA), a third of the respondents thought that old people have been depicted negatively Advertisements,
Survey of 4,000 people was also found that there were old people “Bombing” by campaigns For funeral services, care homes and mobility AIDS.
Objective, weak, isolated and show as a portrayal of the elderly Ageing As something was seen as most to fight There is a possibility of lossThe survey found – given their ability to strengthen the apprehensions about old and social isolation.
The advertisements that make jokes at the cost of older people, and who portray them as forgetful or unable to understand technology, were seen amidst the most likely to cause crime, or to bother to the audience.
The ASA report states that the older people were not only living for a long time, but continued to lead a complete, active life, contributing for a long time to workplaces, families, communities and economy.
However, many of the survey stated that advertisements also depict “very different and old photos”, while Watchdog said its discovery suggested that the advertising industry could be “out of touch” with the reality of aging.
Instead, the public wanted advertisement to focus on individuals rather than his age, and portray a diverse range of later life experiences.
A “A good example of humor -a good example of humor and a link to crime” by Watchdog was a TV advertisement for Stratomore Foods, in which an elderly person proudly being proudly being killed by only one dirty football.
The man is seen to lose his temper with a child, which shouts: “Oi Grandd, give us my ball back”, before the screen cut, he tucks in a McItosh of Stratomore Ready food, with puncture football placed with a knife with a knife next to him with a puncture football.
Describing the award winning advertisement as “polarization”, Watchdog said: “Many [focus group] The participants enjoyed the comic tone taken in the advertisement. Not only did it go somehow to show that the older people still have a sense of humor, but also that the older people still have ‘soul’ or ‘feudal’ that are usually not shown in advertisements.
“However, others realized that humorous tone and depiction could cause crime as it reinforces the stereotypes of older people as a strong and intolerant of younger generations. Focused on focusing on the old man living alone and eating a ready food, it was also felt that all the big people are alone and different.
“Advertisement had other, underlying concerns about subjects, including the interstate conflict, knife crime and vengeance.”
Another advertisement seen as potentially harmful by focus groups was a linkedIn advertisement in which a woman interviews what her son does for work, saying: “He says: He sells clouds, he works in a cloud company and sells clouds to other companies that want clouds … He says he should not play so many video games.”
A voiceover then says: “Parents do not get B2B. Linked.”
Watchdog stated that the focus on the woman in the advertisement “was entirely on her age” and realized that “the ability to use technique with the ability to influence social ideas towards an older person and the ability to enhance social ideas”.
While the participants of the focus group admitted that the extremes seen in advertisements could be representative of the lives of some older people, these illustrations were not considered the exact reflection of the life of most older people, the Watchdog said.
Other Highlight highlight The advertisements showing older people by focus groups were: either physically inactive or participating in extreme sports; Either universally poor or universally rich; Or, for women, either “Frampi and Unholy” or “Airbrush and ‘Youth’ look”.
ASA said: “When advertisements show big people as lively, competent and real, they help re -writing the story of aging and how we see older generations.
“It not only, but older people represent an important market with enough spending power, making them an important audience for brands who want to be relevant.
“When we are currently not proposing any new rule, we are hoping that by sharing this research, advertisers will understand how some illustrations of older people are coming down with the public today – and where there can be unexpected results.”
Additional reporting by PA