Ageism And Advertisement Analysis

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The coveted “fountain of youth” is the root to ageism in the U.S. for multiple reasons. Feldman (2014) explains ageism as a negative predisposition or stereotypic demeanor toward the maturing and the matured. It is passed down from generation to generation as essentially negative generalizations and myths concerning the older adult. The U.S. is considered a Western culture and places value on a person’s physical attractiveness and in turn sexuality as well as one’s proficiency. This negative portrayal of the elderly is fed to the U.S. society through the media, television programs and advertisement (Feldman, 2014). This author will discuss “ageism” as it relates to young, middle and later adulthood in U.S. society. Ageism is noted in young …show more content…
On the contrary to the young adult this individual is beginning to notice physical changes that he/she can relate to the reality of becoming old. This fear of aging and death could possibly fuel the problem of ageism at this stage in life. Feldman (2014) claims that within this stage of adulthood chronic illnesses emerge, keenness of vision and hearing decline as well as a slowing of reaction time. Interestingly Feldman (2014) claims that this is the time in life that most significant and influential positions are held. This middle adulthood individual is making big decisions as well as hiring and firing individuals. Feldman (2014) has indicated that the elderly face scrutiny when applying for jobs. They may be fully capable of a position, yet a young adult or another middle adulthood individual is looked at as being more qualified than the elderly (Feldman, 2014). The middle adult is still looked upon in a positive manner because of their expertise in a field and a young adult may be considered a beginner but is seen as having much potential and longevity (Feldman, …show more content…
Thus ageism continues within this age group. According to Feldman (2014) there are many theories to successful aging. Within these many studies identified by Feldman (2014) it is noted that the unsuccessful aging individual is noted as trying to avoid aging and/or not coping with the reality of aging. Feldman (2014) claims that despite some late adulthood individuals that may have physical illness’ that affect their livelihood, there are many that remain autonomous and continue to display

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