Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study
The paper represents an attempt to examine to what extent the way in which older members of society are represented in Serbian television commercials has changed in comparison to representations which were present in commercials during the three months in 2009 (Milosavljevic 2010a) when the first st...
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| Format: | Article |
| Language: | English |
| Published: |
University of Belgrade
2016-02-01
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| Series: | Etnoantropološki Problemi |
| Subjects: | |
| Online Access: | https://eap-iea.org/index.php/eap/article/view/109 |
| _version_ | 1818692239947202560 |
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| author | Ljubica Milosavljević |
| author_facet | Ljubica Milosavljević |
| author_sort | Ljubica Milosavljević |
| collection | DOAJ |
| description | The paper represents an attempt to examine to what extent the way in which older members of society are represented in Serbian television commercials has changed in comparison to representations which were present in commercials during the three months in 2009 (Milosavljevic 2010a) when the first study was conducted. As was the case in the first study, the focus is on dominant societal attitudes toward old people and old age which were utilized in making the television commercials in question. This was accomplished through analyzing both the positive and the negative stereotypes used to convey meaning in the commercials which were analyzed, as well as through the analysis of the proportional representation of older characters in advertising. The commercials which were analyzed here were broadcasted during the second half of December 2012, January and the first half of February 2013. |
| first_indexed | 2024-12-17T12:54:38Z |
| format | Article |
| id | doaj.art-a0e40e9820624ccda738896a4320bf68 |
| institution | Directory Open Access Journal |
| issn | 0353-1589 2334-8801 |
| language | English |
| last_indexed | 2024-12-17T12:54:38Z |
| publishDate | 2016-02-01 |
| publisher | University of Belgrade |
| record_format | Article |
| series | Etnoantropološki Problemi |
| spelling | doaj.art-a0e40e9820624ccda738896a4320bf682022-12-21T21:47:31ZengUniversity of BelgradeEtnoantropološki Problemi0353-15892334-88012016-02-018110.21301/eap.v8i1.6Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated StudyLjubica Milosavljević0Institute of Ethnology and Anthropology Faculty of Philosophy University of BelgradeThe paper represents an attempt to examine to what extent the way in which older members of society are represented in Serbian television commercials has changed in comparison to representations which were present in commercials during the three months in 2009 (Milosavljevic 2010a) when the first study was conducted. As was the case in the first study, the focus is on dominant societal attitudes toward old people and old age which were utilized in making the television commercials in question. This was accomplished through analyzing both the positive and the negative stereotypes used to convey meaning in the commercials which were analyzed, as well as through the analysis of the proportional representation of older characters in advertising. The commercials which were analyzed here were broadcasted during the second half of December 2012, January and the first half of February 2013.https://eap-iea.org/index.php/eap/article/view/109old agetelevision commercialstereotyperetro fascination |
| spellingShingle | Ljubica Milosavljević Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study Etnoantropološki Problemi old age television commercial stereotype retro fascination |
| title | Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study |
| title_full | Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study |
| title_fullStr | Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study |
| title_full_unstemmed | Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study |
| title_short | Why Have the “Cantankerous Old People” Left the Neighborhood? The Representation of Old Age in Serbian Television Commercials – A Repeated Study |
| title_sort | why have the cantankerous old people left the neighborhood the representation of old age in serbian television commercials a repeated study |
| topic | old age television commercial stereotype retro fascination |
| url | https://eap-iea.org/index.php/eap/article/view/109 |
| work_keys_str_mv | AT ljubicamilosavljevic whyhavethecantankerousoldpeoplelefttheneighborhoodtherepresentationofoldageinserbiantelevisioncommercialsarepeatedstudy |