Abstract

This paper presents the results of a content analysis of older adults in Malaysian advertising. It is the first study to utilize both print and television advertisements. Despite a global ageing population, many businesses in general and advertisers in particular have been criticized for not meeting the needs of older consumers. Previous content analyses reveal that older adults are vastly under-represented, and this is true across many countries in the world. The present study finds that while older women are still slightly underrepresented, there appears to be progress made in that greater numbers of older adults are now included in mainstream advertising. Moreover, these seniors are depicted as relatively happy, active, and physically strong and are utilized in ads for a range of different products. The study is the first content analysis to tentatively suggest that business is now beginning to respond to the shift in demographics.