Competent en veelzijdig

The present study replicates our study of older adults’ portrayal in Dutch television commercials conducted in 1993. Thecentral question is whether older adults are being portrayed more visibly in Dutch television commercials and whether thisportrayal has become more diverse compared to ten years ago. Based on a list of descriptions of all commercials broadcastedby public television channels in 2003 (N= 4767) 117 commercials featuring older adults were selected. By means of aquantitative content analysis it was examined whether and how older men and women are portrayed. It was concluded thatalthough older adults are not more prevalent compared to ten years ago, their portrayal is more diverse with respect to theirroles and the advertised products. Older adults were portrayed as more competent and less age-stereotypical in televisioncommercials.