Golden Years, Wise Mentors, and Old Fools: An Updated Typology of Older Characters in British TV Advertising

Abstract

This paper presents the results of a media content analysis of character types employed for adults aged 50 years or over in contemporary UK TV advertising. Picking up on pre-existing typologies in the UK, a total of eight distinct character types are identified in our 2020 sample, including the Golden Ager, Perfect Grandparent, Mentor or Legacy, Comedic, Coper, Celebrity Endorser, Happy Couple, and Jane or Joe Public. The study concludes that the observed broadening of character types reflects a reduction in ageist views within UK advertising, and that recurring themes of, for example, romance are starting to break with long-standing ageist taboos.