Abstract
FERNANDEZ, José Berenguel;
SAEZ, Víctor Manuel Marí e
HURTADO, Javier Gallardo.
Senior citizens in Spanish advertising: tensions between research, planning and representation of the elderly in advertisements. Interface (Botucatu) [online]. 2020, vol.24, e190431. Epub 09-Abr-2020. ISSN 1807-5762.
https://doi.org/10.1590/interface.190431. The article analyzes the continuities and descontinuities that occur between research, media planning and the construction of representations of senior citizens in Spanish advertising. The study, centered on advertisements about aging, senior citizens and health, employed a methodological triangulation that included techniques like discourse analysis, research, and a literature review on segmentation in advertising. The conclusions point to a limitation of the representations called into play in advertisements regarding the diversity established by professionals and in