[Images of the elderly in printed advertisements in a time change perspective].

This content analytical study investigates the changes of image of the elderly in printed advertisements. A total of 364 advertisements published in 1999 and 2000 involving elderly models were analyzed. A positive image of older age is generally transported in advertisements addressing all consumers, whereas physical and cognitive deficits occurring with age are expressed in some verbal elements of advertisements addressing primarily the elderly themselves. However, such deficits are not visually depicted, since health, full energy and activity provide positive orientation. Compared with advertisements in the 1970s and 1980s, the elderly are shown as more attractive, active and socially appreciated today. In spite of their improved image, the elderly, especially older women, are still not represented in printed advertisement in proportion to their number in the population.