Citation

What’s the Score?: A Longitudinal Content Analysis of Mature Adults in Super Bowl Commercials

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Based on the rising older adult population, the importance of advertisers recognizing this consumer group is imperative. Thus, this content analysis of 239 Super Bowl commercials applied framing theory to examine how mature audiences are represented in one of the most expensive and highly viewed advertising venues. Previous research suggests that older adults are typically underrepresented in all media and often stereotyped. The results show underrepresentation is still problematic; yet positive frames were used often.

Most Common Document Word Stems:

adult (107), older (107), commerci (87), advertis (75), charact (65), age (62), portray (51), matur (50), super (49), bowl (49), stereotyp (41), frame (35), harwood (33), 2005 (33), senior (32), research (31), score (30), p (28), et (27), regard (27), studi (27),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744526_index.html
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MLA Citation:

Brooks, Mary., Bichard, Shannon. and Craig, Clay. "What’s the Score?: A Longitudinal Content Analysis of Mature Adults in Super Bowl Commercials" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744526_index.html>

APA Citation:

Brooks, M. , Bichard, S. and Craig, C. , 2014-08-06 "What’s the Score?: A Longitudinal Content Analysis of Mature Adults in Super Bowl Commercials" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744526_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Based on the rising older adult population, the importance of advertisers recognizing this consumer group is imperative. Thus, this content analysis of 239 Super Bowl commercials applied framing theory to examine how mature audiences are represented in one of the most expensive and highly viewed advertising venues. Previous research suggests that older adults are typically underrepresented in all media and often stereotyped. The results show underrepresentation is still problematic; yet positive frames were used often.


Similar Titles:
Political and Media Framing of the North Korean Nuclear Issue: A Comparative Study of Political Rhetoric and Media Framing in the US and Korea

Racial Stereotyping in the Media: A Presentation of Research Studies


 
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