Older people as models in advertisements: A cross-cultural content analysis of two Asian countries

• Main Authors: Fon, S.O., Kitchen, P.J.
• Format: Conference or Workshop Item
• Language: English
• Published: 2008
• Subjects: AC Collections. Series. Collected works; H Social Sciences (General)
• Online Access: http://eprints.um.edu.my/8744/1/All.pdf; http://eprints.um.edu.my/8744/
• Institution: Universiti Malaya

The purpose of this paper is to investigate the extent to which older people are used as models in television advertisements in Korea and Malaysia, representing an aged and ageing nation, respectively. The paper examines the roles and functions played by older people in advertisements that portray t...