Keywords
estereotipos
mitos
multidisciplinar
infrarrepresentación ageism
stereotypes
myths
multi-disciplinary
under-representation
How to Cite
Accepted 2024-11-25
Published 2024-12-20
- Abstract 1
- PDF (Español (España)) 3
Abstract
This scientific article takes a multidisciplinary approach to the term ageism (the erroneous advertising representation of older people based on their age) by analysing literature and market research carried out by experts on the subject, in order to develop a multidisciplinary methodology to detect ageist advertisements and avoid devising advertisements based on age stereotypes. A very relevant contribution, given that current solutions lack a global theoretical approach. The main problems, found during the research, that encourage this type of advertising are the use of stereotypes and myths; the role of the elderly in advertising; their under-representation in relation to the population rate; different representations according to gender; products or services in which their presence is hidden; and not approaching it from a multidisciplinary perspective. The contribution drafts a multidisciplinary methodology that includes recommendations from sociology, psychology, myths, stereotypes, marketing and advertising in order to detect ageist advertisements and, also, in order not to create them.
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