![Selling the 'Elixir of Life': Images of the elderly in an Olivio advertising campaign [An article from: Journal of Aging Studies]](https://www.ebooknetworking.net/books/B00/0PC/bigB000PC0OFO.jpg)
Selling the 'Elixir of Life': Images of the elderly in an Olivio advertising campaign [An article from: Journal of Aging Studies]
Book Details
PublisherElsevier
ISBN / ASINB000PC0OFO
ISBN-13978B000PC0OF2
AvailabilityAvailable for download now
Sales Rank12,814,935
MarketplaceUnited States 🇺🇸
Description
This digital document is a journal article from Journal of Aging Studies, published by Elsevier in 2007. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
This paper explores images of older people in advertising in a UK context. It is a case-study of a specific advertising campaign (Olivio/Bertolli margarine) which depicted older people as central characters over a seven year period. We examine what images of older people are employed, whether they are positive or negative and how they fit with current societal stereotypes of elders. Further, through a broadly semiotic and visual semantic perspective, we look at what messages about old age the visual and the textual elements of the advertisements transmit and how the messages evolve through the campaign. We identify four distinct phases of the campaign and show how older people appear in decreasingly traditional roles, being shown as increasingly adventurous individuals. The campaign seems to be breaking new ground for images of elders and is an example of how stereotypes identified in the ageing and communication literature are used for commercial effects.
Description:
This paper explores images of older people in advertising in a UK context. It is a case-study of a specific advertising campaign (Olivio/Bertolli margarine) which depicted older people as central characters over a seven year period. We examine what images of older people are employed, whether they are positive or negative and how they fit with current societal stereotypes of elders. Further, through a broadly semiotic and visual semantic perspective, we look at what messages about old age the visual and the textual elements of the advertisements transmit and how the messages evolve through the campaign. We identify four distinct phases of the campaign and show how older people appear in decreasingly traditional roles, being shown as increasingly adventurous individuals. The campaign seems to be breaking new ground for images of elders and is an example of how stereotypes identified in the ageing and communication literature are used for commercial effects.
