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Gender Differences in the Representation of the Elderly in Television Advertisements of the Aged Society : Content Analysis of the Elderly Models and Semantic Network Analysis of Copies
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고령 사회 방송 광고에 나타난 노인재현의 성별 차이 : 노인 모델에 대한 내용분석과 광고 카피의 언어네트워크 분석

논문 기본 정보

Type
Academic journal
Author
Guiohk Lee (세종대학교)
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.24 No.2 KCI Accredited Journals
Published
2022.4
Pages
275 - 305 (31page)
DOI
10.16914/kjapr.2022.24.2.275

Usage

cover
📌
Topic
이 연구는 한국의 고령 사회에서 방송 광고에서 노인이 어떻게 재현되는지를 점검하며, 특히 광고에 등장하는 노인 모델의 성별에 따른 재현 차이를 분석하는 것을 목적으로 한다.
📖
Background
2017년, 한국은 65세 이상 노인 인구가 전체 인구의 14%를 넘어 고령 사회로 진입했으며, 점차 증가하는 베이비붐 세대의 노인은 이전 세대와는 다른 특성을 지니고 있다.
🔬
Method
2016년 10월부터 2017년 9월까지 방영된 방송 광고 중 노인 모델이 등장하는 광고를 96편 수집하여 분석하였다.
🏆
Result
노인 모델은 다양한 광고에 등장했으나, 남성 노인은 활동적으로 묘사된 반면 여성 노인은 주로 가정의 역할로 제한되는 경향이 있었다.
Gender Differences in the Representation of the Elderly in Television Advertisements of the Aged Society : Content Analysis of the Elderly Models and Semantic Network Analysis of Copies
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Abstract· Keywords

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The present study examined how the elderly was represented in broadcast advertisements from October 2016 to September 2017 when Korea entered the aged society. In particular, the focus was on the differences in the depiction according to the gender of the elderly models. Content analysis of the elderly models appearing in advertisements and the semantic network analysis of advertising copies were performed. Findings revealed that while the elderly models appeared in advertisements of various product categories, the number of advertisements for the elderly as target consumers was relatively low. Although the problem of gender differences of the models in the advertised products is improving, stereotyped representation has been confirmed in terms of display methods and gender roles. Older men were portrayed as being active in work and society, while older women were portrayed as being passive at home as a mother. As the role of consumers, older women were presented as potential beneficiaries rather than buyers or users of products compared to older men. The results of the semantic network analysis of the copies of the broadcast advertisement confirmed that the gender stereotyped images of the elderly was reinforced with the key words used in the copies.
#고령 사회 #노인 모델 #방송 광고 #내용분석 #언어네트워크 분석 #Aged society #Elderly model #Television advertisements #Content analysis #Semantic network analysis

AI Summary

Topic

이 연구는 한국의 고령 사회에서 방송 광고에서 노인이 어떻게 재현되는지를 점검하며, 특히 광고에 등장하는 노인 모델의 성별에 따른 재현 차이를 분석하는 것을 목적으로 한다.

Background

2017년, 한국은 65세 이상 노인 인구가 전체 인구의 14%를 넘어 고령 사회로 진입했으며, 점차 증가하는 베이비붐 세대의 노인은 이전 세대와는 다른 특성을 지니고 있다.

Method

2016년 10월부터 2017년 9월까지 방영된 방송 광고 중 노인 모델이 등장하는 광고를 96편 수집하여 분석하였다.

Result

노인 모델은 다양한 광고에 등장했으나, 남성 노인은 활동적으로 묘사된 반면 여성 노인은 주로 가정의 역할로 제한되는 경향이 있었다.

주요내용

Contents

1. 문제 제기와 연구의 목적
2. 광고의 노인재현에 관한 쟁점과 연구문제
3. 연구방법
4. 분석결과
5. 결론 및 논의
참고문헌
Abstract

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