Social Images of Aging

Advertisements

Parkway Cancer Centre . It can be seen in the advertisement an image of an old man , wearing hospital robe and sitting in a wheel chair Newsweek , August 13 , 2007 edition , Volume CL , Number 7

Thai Airways . The advertisement shows an image of two old couple sleeping comfortably on the airplane 's first class seat . Newsweek February 26 , 2007 edition , Volume CXLIX , Number 9

National University of Singapore (Asia-Pacific Executive MBA Program There is an old professional and executive male standing proud on the picture with the setting of Singapore 's

famous merlion as the background . Newsweek , December 25 , 2006 , Volume CXLVIII , Number 26

Fujitsu . The advertisement shows an old executive male reading a news while sitting on a sofa with his clutch bag on the floor . TIME Asia , May 7 , 2007 , Volume 169 , Number 17

CeBIT .com . There is a close-up shot of a middle-aged lady with an older man , posed as an executive or professional , in the background with a laptop on his hands . TIME Asia , February , 13 , 2006 , Volume 167 , Number 6

Longines Watches . The advertisement shows an older lady with a Swiss silver watch on her right wrist . TIME Asia , May 7 , 2007 , Volume 169 Number 17

Portrayal of Older Adult on Mainstream Media

The older adult of our generations are portrayed from various views . It was shown on the advertisements that they portrayed if not as a successful professional and executive of companies , but as members of the society that needs extra care and attention

On the advertisement of Parkway Cancer Centre (1 , the older adults are shown as those who usually need extra healthcare attention . The image shows that because these people are already on the prime of their age their health is also on a declining stage . The company-hospital boasts that they have all the technologies , facilities and health workers that the sick aged needs and deserves . This point of view on older adults is almost the same on the advertisement of Thai Airways (2 . The airline also boasts of a seat and service that older people will appreciate and deserve . On these two advertisements , the older persons are illustrated as the members of the society that needs extra attention and personal needs . Although it can be perceived that these portrayals can be looked upon as a respect for the elderly , the latter can also be offended on such way of thinking for them . They might feel that the society view them as old people that can no longer contribute to the society rather looking for extra attention , thus a burdensome for the young ones

However , on the next four advertisements , the media portrayed the elderly as respected and professional on their own fields . They might not yet be retired and still leaders on their own turfs . These illustrations show that elder professional rose from their positions on the companies and now head them . Advertisements of National University of Singapore (3 ) and CeBIT .com (5 ) encourages Chief Executive Officers career executives and professionals...