Die Einstellungen des Alters und des Alterns in den deutschen Werbespots

Abstract

Depending on the cultural context, age characteristics or specific portrayals of age are presented differently in television advertisements. Advertising agencies often attempt to convey certain cultural images, family values and principles or even illustrate humorous age stereotypes, which can be identified for example in the two analyzed commercials from Bluna and Teekanne, in order to attract the interest and attention of the audience. Since childhood, each person has certain image ideas that have a great influence on them from literature, society, the media, but especially from television. These influence our perception of the natural process of aging, either positively or negatively. However, such age stereotypes are also culture-dependent, because in Asian cultures the portrayal of old age is perceived differently, in the sense of wisdom, spiritual experience, long longevity, and from a state of healthy well-being. In contrast, in European cultures, perceptions of old age differ significantly, with a greater association with severe physical conditions or mental illnesses.