出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：This paper aims to review the main studies relating to elderly people with media and advertising, and how they are represented. Many of these studies show that the image of the elderly has been traditionally underrepresented, undervalued and stereotyped both programs and ads. The entertainment and advertising industries must become more aware about their (lack of) segmentation strategy over 55 years a growing niche with specific weight and more relevant in industrialized countries.
关键词：Mayores;Publicidad;Representación;Medios de Comunicación;Televisión.
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