Research On The Image Of Senior Citizens In Online Advertisements

The 21st century is an era of increasing population aging,which has a profound impact on society,the economy,and culture.In this social background,how the media presents the image of senior citizens has become a hot topic in the academic circle.The image of the senior citizens presented by the media directly affects the self-cognition of the elders and the views and attitudes of other social groups towards them.Constructing a positive new image of the elders not only has benefits in dealing with the aging population but also promotes the harmonious development of society.As a medium to spread information,advertising not only reflects the current social economy,politics,and cultural development,but also constructs the consumption concept of the audience,and influences their value cognition to a certain extent.With the development of the silver economy and the change in the consumption concept of senior citizens,advertisers have keenly caught the attention of the current society paid to the elders.To meet the market demands,the theme of commercial advertising begins to create in the direction of self-pursuit and self-value realization of the elders.In recent years,network advertising has become the mainstream form of advertising and gained the preference of more and more advertisers for its low cost,wide coverage,and strong interaction.Therefore,this study selects Suying.com,a typical advertising portal,to take the advertising images of senior citizens included in this website as the research object.The author attempted to use the content analysis method and the case analysis method to make a deep study of the image of senior citizens in online video advertisements of the last ten years,explore the purpose of shaping the image of senior citizens,general characteristics,and integrity to judge the trend of the elderly image at the next stage.This study selected 335 cases of video advertisements in 17 industry categories from 2012 to 2021.The author conducted statistical analysis from several aspects,such as role positioning indicators,role characteristic indicators,and advertising appeal indicators,and found that the characteristics of elderly images in online advertising include the imbalance of urban and rural distribution,the deviation of gender structure,the positivity of the overall images,and the diversification of typical images.And through specific cases,five typical images of senior citizens were analyzed.In addition,the author also analyzed the impact of the insufficient shaping of senior citizens by online advertisements and proposed the construction of a new image of senior citizens from the perspective of active aging.By analyzing the image presentation of online advertisements for senior citizens,the perspective and direction can be enriched in the study of advertising images of senior citizens from the theoretical level.From a practical point of view,the study can improve the level of advertising cultural communication,guide senior citizens to correctly understand themselves,show themselves,actively participate in social activities,and realize personal value.It can also enable the public to have a comprehensive understanding of senior citizens,alleviate their stereotypes of them,and create a harmonious social atmosphere.Besides,it can also arouse society’s care for senior citizens,explore their needs,promote the growth of the silver economy,and enable senior citizens to spend their old age in a healthy,happy,and dignified social atmosphere.