Images of the Elderly in Advertising: a Sociosemiotic Perspective

This paper aims to analyze the evolving portrayal of elderly individuals in advertising, specifically focusing on the transformation of their roles and functions in narratives. While elderly individuals in advertising are often categorized as “grandparents”, they are commonly depicted as elderly, well-balanced, and cheerful, serving as the foundational figures in families, providing guidance, and sharing experiences with their grandchildren. However, these portrayals often do not align with the realities of modern society and family structures, which have undergone profound changes. Increased life expectancy and greater responsibilities towards children and grandchildren have led grandparents to become more active, youthful, and independent, deviating from traditional depictions prevalent in advertising. To understand how changes in society and family structures manifest in advertising discourse, this study explores the image of the elderly in both online and offline contexts. It addresses questions about the portrayal of the elderly in advertising, aiming to uncover the shift from stereotypical depictions to more diverse and realistic representations. Adopting a sociosemiotic approach, the paper, following an overview of key studies on the topic, first examines changes in thematic and pathemic roles played by the elderly in advertising texts, along with exploring different actantial roles within narratives. The second part delves into Instagram posts, intended as an extension of the advertising discourse, analyzing various representations of older individuals’ faces and bodies, with a particular focus on women. This includes social representations such as those embodied by elderly fashion bloggers.