Application And Remodeling Of The Image Of Television Advertising In The Elderly

With the coming and further development of ageing process of the society, researchers have paid more and more attention on the interaction between the aged and the media, moreover how the mass media present the senior citizens’ image. As one important medium of mass media, advertising plays an important role in building the cultural values of the society. As the "negative ageing" is transforming into the "active ageing", how to present the senior citizens’ images in advertising will not only affect the attitude of public, but also the senior citizens’ towards themselves as well as the cognition from non-ageing. Owing to an aging population nowadays, it is significant to study about the senior citizens’ image in the advertising, and promote more positive image represented in.the media.The introduction focuses on the images’ connotative meaning, and different presentations of characters in TV advertising, as well as the related research done by domestic and foreign scholars, thus highlighting the value and inadequacy of this study in my MA thesis. In the first part of the thesis, it has made the TV advertisings in the<IAI China Advertising Works Almanac>(2002-2011) as samples, trying to analysis the situation and problems of the senior citizens’ images in advertisings presently. Any advertisement action is not only a simple business behavior, but also a social behavior, so in the second chapter, this paper tries to analyze the deep social, cultural, ethical and other reasons of the present situation in terms of the appearance in advertising as well as the role-play, from the perspective of the interdisciplinary, then at the end of the article, in view of the above situation and problems, This MA thesis explore the strategy of reshaping the image, reduce the bias of the senior citizens’ images.