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ABSTRACT
This study of 5,796 models pictured in Time magazine’s advertising over the past 20 years supported Pollay’s view of advertising as a “distorted mirror” that misportrays Americans aged 60 or older. The 590 elder models (overall, 10.2% of the models in ads) steadily increased in visibility over 20 years, approaching their real-world U.S. population percentage (22.6% in 2019). Slightly more than three quarters of the elder models portrayed in Time ads were male – contrary to the actual demographics.
Disclosure statement
No potential conflict of interest was reported by the author(s).