Vulpe [Abstract]

From sick elderly to super-grandparents. A typology of elderly representations in Romanian video advertising
[Full text]

Simona-Nicoleta Vulpe [1]

Abstract: The aim of this paper was to study the elderly representations in Romanian video advertising in order to identify a typology corresponding to these representations. The research method that I used was the content analysis with a dominant qualitative approach, but also including quantification elements. The commercials that I selected for my analysis promoted health products, banking and insurances and fast moving consumers’ goods (FMCG). The identified typology is composed of five types of elderly representations: Super-Grandparents, Seclusive Elderly, Sick Elderly, Funny Elderly, and High-Tech Elderly. The representation types and their stereotypical content varied depending on the type of product/service that was promoted and on the public addressed by commercials.

Keywords:  Elderly, commercials, advertising, representations, typology

[1] Faculty of Sociology and Social Work, University of Bucharest, Romania,