Assignment Content Stereotypes about the elderly and older adults persist on television, in movies, and in advertisements. We read about older adults in books and in print media, hear about them in...

Research Analysis
Ageism
Introduction
Ageism is a profound as well as deep prejudice against the old people. This takes place when there is tendency to stereotype people on the basis of old age. Ageism takes place throughput society but in varying extent in advertising, movies, television, hospitals, jobs, stores etc. This is the discrimination ad stereotyping process against people due to them being old. This is just like sexism or racism wherein people are treated differently based on age group.
There are several misinformation and misconception about ageism as many people do have wrong impression regarding what it means to grow old. For many people, actually older years of life could be very active time with new connections and experiences. However, there are many older adults who may feel that they are no more valuable, useful or productive in their later years but in reality old age could be really meaningful as well as purposeful for the ones who choose to explore the possibilities. There are several misconceptions such as older adults are lonely or they lose
ain power with age, another misconception is aging rob your happiness, they face several health conditions, and aging limits ability of one to learn new things, skills or activities.
Three different type of media depicting older adults that is being considered for this particular study includes-
1. Advertisement
2. Television
3. Newspape
Role of Media in supporting ageism
Mass media that is specifically the movies and television defines social roles with the help of presentation in a repetitive and steady images portrayal and messages system towards the contemporary culture. It is commonly perceived that the seller and buyer both are youth. Due to this perception and view, movies, television shows as well as advertisements tends to feature young characters to attract more audience and fetch more of the revenues. Media tends to emphasize more on the beauty and youth exace
ating the negative image of aging as well as elders. This is because, the aging stereotypes are the antithesis of attributes on which the movies as well as television thrives generally. As per American culture, aged is not considered as experienced elders instead they are tolerated and respected only to extent they act like youth. Older women are completely invisible in prime time television shows and movies in US.
1. Advertisement:
Advertisement does have strong effect on shaping as well as influencing the attitudes repeatedly passes negative stereotypes with the help of presenting aged as forgetful, helpless, feeble and stu
orn. This kind of exposure towards the negative stereotype about ageism in commercial advertising further leads to devaluation of the elderly in society. As per research, advertisers tend to focus their marketing on the younger people who are responsible primarily for the purchases associated with the household. It is commonly perceived by the adverting agencies that younger age group spends more in comparison to the older age groups. It is reflected in the recent studies that 65 to 74 years old consumers tend to outspend their counterparts in 35 to 44 years old category. However, advertisement agency staff has ignored aged audiences and underappreciated their power and potential as consumers.
2. Television
Television is powerful medium to promote communication, provide information as well as to influence attitudes (Wass et al, 1981).  Elderly are mostly portrayed negatively in TV...