Progressive aging of Western societies' population and the increase of life quality, have propitiated a new kind of consumers: old age people. Nonetheless, advertisement is reluctant to show old people but as the old-kind-grandpa stereotype. This situation is especially clear in the case of old female representations, whose absence is as important as the abuse of younger women in advertisement. The aim of this paper is to study old women stereotypes on Spanish radio advertising, and to make comparison with radio women representations in general.
Keywords:
advertising, radio, representations, women, stereotypes, old age
Piñeiro Otero, M. T. (2010). Old Women in Radio Advertisement: a Censored Presence. Comunicación Y Medios, (22), Pág. 43 – 59. https://doi.org/10.5354/rcm.v0i22.25712
