Advertisements in Modern Maturity for
more than 30 years (1959-1991) were analyzed for how
they depicted the 50 and older characters. The characters were portrayed as capable, important,
healthy, and socially active. Over time, both gender ratios and age group (50 to 64 vs. 65 and
older) ratios became close to even. On the negative side, there were few non-White characters.
This points to an unrealistic reflection of the racial composition of the American population.
If Modern Maturity wishes to continue to be the most influential advocacy magazine for
older Americans, it must make an effort to attract advertisements that use older, non-White
characters.
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