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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/759

Title: Portrayal of older people in advertisements: A content analysis & a survey of perception
Authors: Chang, Hee Kyung
Keywords: Older consumers
Portrayal of older people
Television advertisement
Asia
Korea
Malaysia
Issue Date: Jul-2008
Publisher: University of Malaya
Abstract: Older consumers have grown in number and affluence in many counties, but past research evidence suggests that they are less likely to be portrayed in advertisement than younger people. Purpose of this study is to investigate the extent to which older people are used as models in television advertisements. This study conducted video tape recordings of television advertisements during prime time in major TV channels in Korea and Malaysia. The 1296 recorded advertisements were analyzed by using a content analysis method. Also a survey method was executed to examine consumers’ perception towards the portrayal of older people in television advertisements in both countries. Results of a content analysis showed that older people were underrepresented than the proportion of population of older people. Older males were overly presented while older females were underrepresented and older people were featured in the limited product categories of advertisements. However, overall, older people were portrayed in a positive way even though they were minority in the advertisements. In a survey, viewing habits, personal usefulness of advertisement, remembrance of advertisement with older models, general perception towards role portrayals in television advertisements were investigated. It indicated that consumers did not consider older people’s portrayal in advertisements were offensive in both countries. Consumers’ towards role portrayals in television advertisements among gender, age and country, some significance were found. In terms of testing of hypotheses, hypothesis 1 was supported. It means that there was a strong linkage between role portrayal of older people and company image was found. Also hypothesis 3 indicated that negative portrayal of older people and purchase intention has significant correlation. This study shows value of investigations how older people are portrayed in advertisements and how consumer’s perceive the older people in advertisements in Asia countries since there are very a few studies about older people’s portrayal in advertisements in Asia.
Description: Dissertation (M.B.A.) -- Faculty of Business and Accountancy, University of Malaya, 2008.
URI: http://dspace.fsktm.um.edu.my/handle/1812/759
Appears in Collections:Masters Dissertations : MBA

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