Rewriting the myth of invisibility: The presentation of older adults in Australian advertising

Olsen, Dennis (2024) Rewriting the myth of invisibility: The presentation of older adults in Australian advertising. In: Diversity in der Wirtschaftskommunikation. Europäische Kulturen in der Wirtschaftskommunikation, 36. Springer Nature. ISBN 978-3-658-43198-3

[thumbnail of PDF/A]
Olsen D.A. (2024) Rewriting the myth of invisibility pdf.pdf - Accepted Version
Available under License Creative Commons Attribution.

Download (539kB) | Preview


Old age diversity and inclusion in branded communication has become an increasingly important topic in Australia. This chapter establishes why brands should care about old age equity, inclusion and diversity, followed by an investigation into the current presentation of older adults in Australian advertising. Adopting a promotional culture stance, this empirical study examines the social standing of older Australians, those aged 50 years and over, as reflected by advertising, and investigates the previous claims of scant attention, marginalisation and dismissal of this social group. A media content analysis of 1,050 print advertisements shows that while older adults as a whole are frequently presented, there are still intersectional aspects of old age that are neglected in contemporary Australian advertising, such as gender, ethnic and age diversity. Although brands are increasingly offering representations of older adults, this has yet to embrace a more authentic appearance of different experiences and backgrounds commensurate with Australian society. It is recommended that brands and advertising professionals in Australia take inspiration from other countries to accelerate their efforts for equity, diversity and inclusion in branded communication.

Item Type: Book Section
Identifier: 10.1007/978-3-658-43199-0_9
Keywords: image of ageing; equity, diversity and inclusion (EDI); promotional culture; advertising research; Australia
Subjects: Media
Depositing User: Eilish McLaughlin
Date Deposited: 21 Feb 2024 10:47
Last Modified: 10 Jun 2024 13:15


Downloads per month over past year

Actions (login required)

View Item View Item