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The representation of mature adults in TV commercials: A cross-cultural content analysis of portrayals in Poland and in the U.S.

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Kowalewska K., Grodzki E.

Annales. Etyka w Życiu Gospodarczym

2019

vol. 22

issue 1

103-118

The aim of the article is to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to analyze the portrayal of this group as, on the one hand, they are a lucrative and growing consumer market, however, on the other hand, past studies have shown that this segment has been often stereotyped and underrepresented. It is hypothesized that due to clear differences in the value systems and socio-economic characteristics of both countries, the representation of the mature segment of consumers will differ significantly in terms of their overall portrayal. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. The method was a comparative content analysis. Each commercial was examined particularly for the social context, the activities performed by the individuals, gender representation, health status, race, image, role and product/service type. The findings showed that older people play various roles, however, cultural values and differences were evident in the commercials placed in both countries. This could be seen in the content and focus of the ads.

Attracting millennial consumers in the digital age

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Grodzki E., Powers S., Burnstine A.

Scripta Neophilologica Posnaniensia

2018

issue 18

29-34

This study focuses on the recent fall of many large scale department stores (Macy’s, J. C. Penney Company, Sear’s, Kmart) and other retail, pharmacy and grocery stores (Bebe, Whole Foods, CVS, Chico’s, Limited, Radio Shack, Game Stop) across the United States. The researchers set out to discover why stores that have existed for years suddenly had to shut down physical locations. The researchers hypothesized that these retail outlets have failed to properly attract millennial consumers. Marketers are endlessly attempting to find solutions on how to best attract millennials in this digital age. What appears to be evident, though, is that the habits of this demographic prefer the ease provided by online shopping. Secondary sources were reviewed to determine exactly why the stores have fallen. The millennial culture was a key component of the study. The results suggest that the stores failed due to improper targeting and in-store attraction.

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1 Annales. Etyka w Życiu Gospodarczym

1 Scripta Neophilologica Posnaniensia

2 Grodzki E.

1 Burnstine A.

1 Kowalewska K.

1 Powers S.

1 2019

1 2018

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The representation of mature adults in TV commercials: A cross-cultural content analysis of portrayals in Poland and in the U.S.

Attracting millennial consumers in the digital age