Volume 35, Issue 1

Older people are an increasingly important consumer group and hence advertising target, yet relatively little research in the UK and in Europe (as opposed to the USA) has examined how older adults are portrayed in advertising. In this study, a sample of 221 magazine advertisements depicting older adults were coded for features such as the advertised products, setting, role prominence, rhetorical scheme, tone and type of portrayal. In a departure from previous studies, we devised a set of six descriptive ‘types’ which encapsulate the way older people are portrayed in these advertisements. Also, and as the main focus of this paper, we compared a magazine designed for people over 50 (Saga Magazine) to ten general readership magazines in order to investigate any differences in the portrayal of older adults in (older)age-targeted vs. general readership advertising. Previous research on old age stereotyping, social identity theory and inter-group theory form the basis of our analysis.

A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of violence in mainstream TV advertising in the two countries, finding violence present in 2.5% of the American commercials and in 1.5% of the Israeli commercials. The most frequently depicted conduct in the two countries is bare-handed assault. Sexual violence is not presented at all. A humorous mode of presentation is more frequent than a serious tone. The results are discussed from inter-cultural and intra-cultural perspectives, taking regulation factors and public opinion implications into account.

This article aims at shedding light on how civic engagement matters for the emergence of a European public sphere. It investigates the citizen's role in constituting it and asks how citizens, being located in different cultural and political contexts, participate in and appropriate EU political communication. First, the article develops a pragmatic approach to the European public sphere emphasizing the importance of citizens' communicative participation and, moreover, considers the transnational and transcultural character of European political communication. It is assumed that the constitution of public spheres – representing social constructions fulfilling democratic functions – ultimately relies on the citizen audience's (media based) perception of the impact of common problems and the EU's political decisions as well as on their subsequent participation in public discourses. The second part of the article presents the findings of empirical case studies conducted in France, Italy and Germany to explore citizens' engagement in and appropriation of the European constitutional debate.

In recent research, the declining support for European integration is often attributed to the lack of a European public sphere. The comparatively low level of Europeanization in the news media is said to promote euroscepticism or at least hinder further integration. We ask if, and what kinds of, media effects are theoretically plausible and empirically observable in the context of European integration. Based on Eurobarometer data, we evaluate the impact of domestic media use of EU citizens on their attitudes towards the EU and Europe. Using structural equation modeling (SEM) techniques in a cross-national analysis, we can demonstrate that domestic media use has a positive but small effect on knowledge, attachment to Europe and support for the European Union.

Gender has been shown to affect the persuasiveness of help-self and help-others appeals in fundraising: men prefer help-self appeals, and women help-others appeals. This gender difference has been attributed to world-view differences. Women have a care-oriented world-view and men a justice-oriented world-view – at least in masculine cultures. In feminine cultures, however, both men and women have a care-oriented world-view. The present study investigated whether in the feminine, Dutch culture the culturally adapted help-others appeal was more persuasive than the culturally unadapted help-self appeal for both men and women (N = 166). Results showed that the culturally adapted help-others appeal was the most persuasive appeal for men and women, who were both found to have a relatively care-oriented world-view.