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Transcript of ageism
Tone is very important, it gives the advert personality letting the viewer get a feel for the message that advert is wanting to get across.
We see a strong solemn and hopeless underlining tone in most of the adverts I have chosen. However there is a contrast in adverts appealing to help the elderly and adverts using elderly in a humoristic way to sell their product.
Need for nurture:
This is normally seen as maternal instincts when we see a child or a puppy.
I believe that we do feel like we have to look after our family, this makes you think of the elderly in your own family you want to protect or look after them.
e.g we would think of our own grans, grandads or even our parents if they are at that age already or future plans.
Ageism is discrimination or unfair treatment towards a person based on a their age. It can easily affect someone’s confidence, job prospects, financial situation and quality of life.
It can also include the way that older people are represented in the media, which can have a wider impact on the public’s attitudes.
Stereotypes used in the adverts
I feel that the honestly in this advert plays a strong role in a lot of the stages of the advert.
The whole video is just Ian sitting talking to the camera. By both the lady speaking and Ian being so honest it gives off a humble but yeat
The tone comes across quite playful in the second advert by using a childs voice-over.
This makes the whole advert have this childish feel, however the underlining tone is actually quite cynical as it presents both generations with some unpleasant truths.
The language used within an advert can tell you a lot
about the adverts and who they are directed too.
For different audiences.
In most of the adverts we DONT see the elderly talking - SILENCE.
The audience for my choice of advert is varied, aiming at different ages and social groups to sell their product.
Although we see an elderly man in the Lynx advert we can tell this is meant to appeal to younger ages than the man in the video.
The other videos appeal to a more broad or more elderly audience.
Strong use of stereotypes but due to different tones and use of humor we see them being used in a large variation of ways.
One of the most common stereotypes in all the adverts is loneliness and silence.
We see this a lot in old people as a lot of them live alone so they wouldn't have anyone to talk to.
Older people are often stereotyped as weak, frail, and disabled. However, sometimes there are positive stereotypes of aging, such as when people assume all older people are wise or caring.
Advert no. 4
By using Ian Mckellen, a well known actor, we see a
need to achieve.
This is shown by the way the ad switches from him miming to him actually talking personally to the public and his fanbase.
A well-known "old person".
The advert ends on a rather misleading slogan saying 'old age doesn't come itself'.
At first we think that this implies that it's talking about how sex appeal doesn't come across as you get older.
It could also be implying how feeling old doesn't come automatically - if you think young and act young (using mainstream products) you will stay young.
A lack of language from the actor gives it an empty feeling.
The only noise is the past and the clock ticking as time passes by him.
The fact there is no speech makes you empathize on how lonely the elderly can be.
In this advert we hear a story from an old woman talking about her life.
She is speaking honestly as there is no-one to judge..
The impact of using her language though Ian McKellens body makes her invisible, like she feels.
It gives the advert a kind of strength though the truth.
The language used in this advert is more serious than it sounds. By using a child to narrate it, it sounds like innocent immature questioning. When we look at the language that is used we see that it's a dig at society for not treating people fairly because of their age. This leaves the underlining slogan of "see the person not the age".
This advert is the only one where I feel we don't see the need for nurture - but is most likely because the audience isn't based on old people.
Here we see the appeal for sex but in an ironic way. After using the product it implies even anyone could get the girl, even if you're 80.
Without using any words we still manage to get a a very strong tone across.
By using the sounds of 'faded' memories of the lonely man up against the constant ticking of the clock.
Even the colours used in the advert
imply a cold lonely even an empty tone.
We see the strongest use of stereotypes from this advert both old and young.
The whole advert is based on stereotypes to get its message across. By reversing the roles of old and young they highlight how we treat others and the errors of our ways.
Compared to all the other adverts
we see a humoristic tone.
However this is a slightly mocking tone as they are making a joke of the old aged community.
They are saying that the only way old people could '
get the girl'
is by using a younger market product.
In this advert there is a use of negative stereotype of the elderly,
the clock ticking
looking at photos
They use these for a shock tactic to make us realize the home truths about our elderly lonely lives especially if they are living alone.
Advert .no 3
Appeal to guilt.
There is a strong appeal to guilt for people who have left their elderly to have their own life.
By showing the loneliness of the man and him reminiscing on his life make us feel guilty as our own elderly who were around when we needed them, but now that they need us.. we are not around.
The audience unlike the others is a younger generation teen boys from around 12-30.
This advert is outcast compared to the others because it is advertising to a different audience.
The techniques are completely different, the only thing relating it
to old age is the stereotypes used.
The Lynx advert made in July 2008 uses its stereotypes in an ironic way to give off humor to sell a product.
The old man is in his pyjamas just sitting by the window when we are introduced.
It seems he is in a home or with a helper.
The old man passes gas like a lot of elderly do as their body begins to fail. He then uses the product to cover up his smell.
Leading to the Lynx stereotype that they can help you get girls.
All adverts 1 to 3 I feel have the same audience.
They are appealing to anyone that will listen or care to help. This would most likely be, people who have elderly parents or are coming up to be elderly themselves.
I wouldn't say there is a set audience group as they can relate to anyone.