Rewriting the Myth of Invisibility: The Presentation of Older Adults in Australian Advertising

Old age diversity and inclusion in branded communication has become an increasingly important topic in Australia. This chapter establishes why brands should care about old age equity, inclusion and diversity, followed by an investigation into the current presentation of older adults in Australian advertising. Adopting a promotional culture stance, this empirical study examines the social standing of older Australians, those aged 50 years and over, as reflected by advertising, and investigates the previous claims of scant attention, marginalisation and dismissal of this social group. A media content analysis of 1050 print advertisements shows that while older adults as a whole are frequently presented, there are still intersectional aspects of old age that are neglected in contemporary Australian advertising, such as gender, ethnic and age diversity. Although brands are increasingly offering representations of older adults, this has yet to embrace a more authentic appearance of different experiences and backgrounds commensurate with Australian society. It is recommended that brands and advertising professionals in Australia take inspiration from other countries to accelerate their efforts for equity, diversity and inclusion in branded communication.