The invisible majority? Older models in UK television advertising

This paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising. Findings suggest that older models are not portrayed as stereotypically old. However, as a whole, and in particular women, they are still under-represented in major roles, and there is an apparent reluctance by marketers in some product categories to portray older models at all.