From sick elderly to super-grandparents. A typology of elderly representations in Romanian video advertising
Journal Title: Journal of Comparative Research in Anthropology and Sociology - Year 2017, Vol 8, Issue 2
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.
Authors and Affiliations
Simona-Nicoleta Vulpe
Keywords
Related Articles
- EP ID EP656479
- DOI -
- Views 119
- Downloads 0
Reason giving, city icons and the culture of cities: data from a radical interpretive perspective
From a radical interpretive perspective, the distinction between primary and secondary data is itself secondary. Taking as a case study sample newspaper accounts for the motive behind the famous hockey venue move in Mont...
Parental involvement in schools. A study of resources, mobilization, and inherent inequality
In this article I explore issues of parental involvement in school activities in former communist countries of South Eastern Europe. Although parents with higher socio-economic status feel more efficacious and thus get i...
Aura Matei / Book review: Paul Dragoș Aligica and Peter J. Boettke (2009). Challenging Institutional Analysis and Development
Aura Matei / Book review: Paul Dragoș Aligica and Peter J. Boettke (2009). Challenging Institutional Analysis and Development. The Bloomington School. London and New-York: Routledge
Old and new rites of passage in contemporary Western societies: A focus on marriage and divorce ceremonies
This article deals with ceremonial behaviors related to changes of status in individuals’ life courses, that is to say, with rites of passage. Drawing on Arnold van Gennep’s classic book on Les rites de passage, we first...
Transnational migration studies. Reframing sociological imagination and research
The multidisciplinary making of transnational migration studies has inevitably produced different definitions of transnationalism and, consequently, several approaches of transnational dynamics, each aiming at the develo...