Ageism and the presentation of older people in television commercials

The bachelor thesis deals with old age and age discrimination ? ageism. The theoretical part is devoted to the general definition of old age, subsequently it is described the issue of ageism, in other words, describing the definition of ageism, then there are mentioned stereotypes and sources, from which the ageistic positions come from and areas, in which are significantly displayed ? the mass media. The thesis also briefly covers the state social policy approach to the issue. In practical part I paid attention to the display of seniors in media, specifically in tv commercials. During 2012 was done a research using qualitative methods of semiotic analysis, in which I tried to answer the question of how seniors are displayed in tv commercials, and whether in these presentations can be found negative stereotyping or discriminatory elements