Media and age-coded representations of later life: an analysis of selected print advertisements of English-language magazines in India

Abstract

This study examines the representation of older adults in print advertisements in an English-anguage magazine in post-reform India. Employing content analysis, this study finds a growing disenchantment of the Indian media with the image of a "happy joint family." A higher proportion of older adults are now portrayed alone or with younger adults compared to earlier portrayals with people of all age groups in an ad. Further, the portrayal of older adults as both parent and grandparent in the same ad has also reduced over the years, hinting at the restructured ideas of time, successful aging, and later life identities.