Elderly people in TV advertising

Diploma thesis Elderly people in TV advertising focuses on advertising representation of the old age in Czech Republic and Lithuania. Since the old age is considered as a social construct, a theoretical part tries to describe the specifics of the theory of social constructivism in general, and then on the example of the old age. The next section of this paper outlines, based on a literature and a number of already published researches, character of the media and advertising representations of old age. The following section takes into account the advertising perspective from a different angle when describing current trends and approaches in marketing communications targeting the elderly or showing elderly people. In the practical part of this thesis, I describe the main characteristics of qualitative research together with research method, which is the semiotic analysis. The research sample includes selected TV advertisements from Czech and Lithuanian campaigns in which actors of older age appear. The analytical part aims to reveal the nature of advertising representations of old age, and attributes with which elderly people are associated. The conclusion presents research findings and framing tendencies of advertising representation of old age, and consequently the partial interpretation of each..