On the Sidelines of Communication: Age as a Marginalizing Factor of Representation in Advertising

Abstract

This paper explores representations of people over 65 in television advertising in Serbia in 2023. Addressing a significant gap in regional scholarship, the study contributes to the limited body of knowledge on the intersection of aging, media, and commercial communication in Serbia. A comprehensive quantitative content analysis of 625 unique commercials revealed notable underrepresentation of older adults, the dominance of positive stereotyping, and the prevalence of six representational profiles: Golden Agers, Perfect Grandparents, Legacy/Mentors, Copers, Comedic representations, and Celebrity Endorsers. The Golden Ager profile emerged as the most prominent. This aligns with global patterns identified in other research, especially in Western countries. However, the interplay between global representational patterns and local cultural and economic constraints also emerged as important. The portrayal of Golden Agers reflected modest lifestyles, limited mobility, and a focus on leisure within the bounds of community and family rather than adventure or consumerism.