| Abstract [eng] |
Today the world is changing very rapidily. In our everyday life television plays a very big role. For some of the people it is leisure or free-time activity, for the others – the only way to find out what is going on in the world and in the country that they live. A lot of scientists and psychologists agree that television is one of the most powerful media. Television is very popular amongst advertisers who want to advertise their products. Even though television is a very expensive place for those, who want to advertise but today is one of the most successful places for the advertisers. This is because of the many reasons. The most important thing is that television commercials can show the images and also can combine it with the sound. In addition it has to be said, that to it costs a lot of money to make a commercial and also it does matter the time when it is in the air of the television. The world is facing the same problem – people are ageing. Some countries have already made plans and procedures to face this, while the others are still stereotyping the aging people. The image of aging people is not that topic which is widely discussed. There were only some researches that have been made in far East. It is very important to talk about older people group as they are not old but they are discriminated in many fields of their life. Talking about the image of the old person in television commercials it has to be said, that it doesn’t matter what is your age, you still have take place in commercials and advertise lots of products and services. When discussing and analyzing the image of older people in tv commercials it was discovered that the stereotype that older people have to advertise medication was broken. These people advertise everything, starting from food and finishing with banking and financial activities. As well gender is very important while talking about older people images in tv commercials. Older men usually have the image of active and working person while women are usually portrayed as taking care of their beauty and family. It is very important that today we do not ignore older people and help them to integrate in life. And also it has to be understood by the society that if person is older it doesn’t have to mean that he or she is unhappy and sick. As the research has shown, that older people are portrayed positively in television commercials but they are underrepresented. |
