[Representation of the aged in magazine advertisements]

A content-analysis of 125 magazine advertisements from 1975 to 1977 dealt with the image of old people especially sex-related aspects of their representation. This image can be described as positive, the two sexes being similar in all relevant dimensions. Most important result, however, is that old people are underrepresented and that their representation is not very differentiated including even restrictive elements. This is especially true for the old woman.