There is extensive research about gender representations in advertisements, but little research has been conducted regarding gender portrayals of older people. Based on a content analysis of 2,972 Japanese television advertisements from 1997 and 2007, we identified gender stereotypes of older people including: a higher percentage of depicted older males than older females, more females in advertising for the cosmetics/toiletries products, and males being shown more often in the workplace and females at home. Surprisingly, gender differences were even more pronounced in 2007 than in 1997, with even more males than females appearing in the television advertisements, and males being depicted more favourably than females. The potential effects of such representations on audiences are discussed based on social cognitive theory and cultivation theory.

中文翻译：

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日本电视广告中老年人的性别刻画

关于广告中性别表示的研究很多，但是关于老年人性别刻画的研究很少。根据1997年至2007年间对2,972则日本电视广告的内容分析，我们确定了老年人的性别刻板印象，包括：所描绘的老年男性比例高于老年女性，在化妆品/洗手间产品广告中的女性人数更多，并且男性被展示经常在工作场所和女性在家中使用。令人惊讶的是，2007年的性别差异甚至比1997年更为明显，电视广告中出现的男性人数多于女性人数，而且男性被描绘得比女性好。基于社会认知理论和修养理论，探讨了此类表征对受众的潜在影响。