Representations of Older Women in Advertising: How Older Women Make Sense of Their Images

To understand how advertising campaigns portray older women in an aging society and how older women make sense of advertising campaigns, we analyzed 626 advertisements and interviewed 14 women with self-reported ages between 65 and 77 years old. We found two main themes: social body and quality time.


Carla Abdalla, Flavia Cardoso, and Benjamin Rosenthal (2021) ,"Representations of Older Women in Advertising: How Older Women Make Sense of Their Images", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 928-928.


Carla Abdalla, Faculdade Armando Alvares Penteado
Flavia Cardoso, Universidad Adolfo Ibanez
Benjamin Rosenthal, FGV EAESP


NA - Advances in Consumer Research Volume 49 | 2021

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