Call for Papers. Aging in Advertising. Reflections on the representation of the elderly in campaigns and on age in the advertising industry
Old age and aging are biological as well as sociocultural constructs and processes; they cannot be completely separated, but rather they influence each other and get interrelated with the passing of time. As sociocultural constructs, old age, aging and their definition are not immovable concepts and, in fact, vary depending on the different historical, social and cultural contexts. Likewise, the definition and organization of each of the population groups by age are not fixed. For example, for decades, 65+ has been agreed upon by the UN and the WHO, among others, as the beginning of old age; however, market studies propose 50+ and establish two groups: 50+ seniors and 75+ seniors.