As consumption has become a major aspect that characterizes the life of people currently aged 55 and older, fervent public and academic debates have been raised around the accurate portrayal of seniors in advertising. While most of the previous quantitative and qualitative research highlighted the inappropriate ways of representing elders and the unsuitable framing of advertising claims, little research has been done so far to understand which are seniors’ expectations regarding their portrayal in current advertising campaigns. Based on in-depth interviews with Romanian adults of the 55+ generation, this paper investigates how seniors understand ageing with respect to the manner in which they have been depicted in nowadays advertising and what are the detailed features of the offensive or inoffensive advertising campaigns targeting them. The findings revealed that participants that lost their status during ageing favor the use of chronological rather than cognitive images of their age. Additionally, the running of the natural surroundings in advertising were found as empowering for both the young and the older adults of our research.

中文翻译：

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年龄友好型广告：对罗马尼亚白银消费者的定性研究

由于消费已成为目前55岁以上人群生活特征的一个主要方面，围绕广告中老年人的准确刻画引起了激烈的公众和学术争论。虽然先前的大多数定量和定性研究都强调了代表长者的不适当方式以及广告主张的不适当框架，但迄今为止，几乎没有研究了解老年人对他们在当前广告活动中的表现的期望。在对55岁以上的罗马尼亚成年人进行深入访谈的基础上，本文研究了老年人如何理解老年人在当今广告中的描绘方式，以及针对性的进攻性或低俗性广告活动的详细特征是什么他们。研究结果表明，在衰老过程中失去身份的参与者更喜欢使用年龄顺序的图像，而不是年龄的认知图像。此外，我们发现，广告中自然环境的运行对我们研究的年轻人和老年人都有帮助。