出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：Older people have become a very interesting market segment due to its economic and demographic weight, its members being large consumers of media. In this sense and from academic research field of communication, the senior public comes as a appropriate research topic and current. The overall objective of this study was to determine the projection and the use given to each of the research methodologies in studies of elderly and advertising doing a content analysis of articles published during the period 19762012. The results of this study show the methodology and predominants themes for decades and identify, among other things, the study variables analyzed.
其他摘要：Older people have become a very interesting market segment due to its economic and demographic weight, its members being large consumers of media. In this sense and from academic research field of communication, the senior public comes as a appropriate research topic and current. The overall objective of this study was to determine the projection and the use given to each of the research methodologies in studies of elderly and advertising doing a content analysis of articles published during the period 19762012. The results of this study show the methodology and predominants themes for decades and identify, among other things, the study variables analyzed.
关键词：Metodología; mayores; publicidad; análisis de contenido; revista académica
