Abstract

Previous research has demonstrated that older women carry a stigmatized identity in society and are severely underrepresented in advertisements in all types of media around the world. Brands have been admonished to increase the presence of older women in their ads. However, it is unclear how older women wish to be depicted in ads. This study used an interpretative phenomenology analysis (IPA) approach to explore older women’s preferences regarding model appearance and roles in ads targeted toward them. Interviews were conducted with twenty women aged 53 to 71; all were white, none were severely disabled, and none were in financial distress. Participants expressed a preference for belonging: to see models that represent their actual age shown in groups of older women or with women of different ages. In addition, common advertising stereotypes were reframed using participants’ preferences to portray authentic identities: from ageless beauty to age-appropriate and attractive, and from traditional granny to woman of purpose. Implications for theory and practice are discussed.

摘要

先前的研究表明，老年女性在社会上带有污名化的身份，并且在世界各地各种媒体的广告中的代表性严重不足。品牌已被告诫要在其广告中增加老年女性的出现。然而，尚不清楚老年女性希望如何在广告中出现。本研究使用解释性现象学分析 (IPA) 方法来探索老年女性对模特外观和针对她们的广告中的角色的偏好。采访了 20 名 53 至 71 岁的女性；所有人都是白人，没有人严重残疾，也没有人陷入财务困境。参与者表达了对归属感的偏好：查看代表其实际年龄的模型，这些模型显示在老年女性群体或不同年龄的女性身上。此外，常见的广告刻板印象根据参与者的偏好进行了重构，以描绘真实的身份：从永恒的美丽到适合年龄和有吸引力的，从传统的奶奶到有目的的女人。讨论了对理论和实践的影响。