The Representation of Mature Adults in TV Commercials: A Cross-Cultural Content Analysis of Portrayals in Poland and the U.S.

The researchers set out to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to examine the portrayal of this group because they are a lucrative consumer market. Past studies have shown that is particular segment has been often underrepresented and stereotyped. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. Each commercial was examined particularly for the activities performed by the individuals, the social context, health status, gender representation, product/service type, and positive or negative portrayal. In the particular sample, the findings showed that older people play very different roles. Cultural values and differences were evident in the commercials. This could be seen in the content and focus of the ads.