1. They portray older adults as tech-inept

You wouldn't guess from TV ads that around 80% of Americans aged 50 to 64 own a smartphone. A 2019 AARP study found that older adults appear in just 15% of media images from popular brands, and a mere 5% show them using technology.

Try to picture AT&T replacing its youthful spokesperson, Lily, with someone gray-haired. It's nearly impossible. Do you even see older individuals in those ads?

2. They depict older individuals as living in the past

The lack of older adults in tech commercials highlights a bigger issue: Advertisers often view this demographic as stuck in the past, reminiscing about the heyday of bell-bottoms and classic rock.

In her book In Our Prime, media scholar Susan Douglas notes that certain niche channels, like Decades, air ads targeted at older viewers, yet these often still evoke outdated stereotypes about aging — filled with ads for reverse mortgages, medical alert devices, and security systems.

Think of Tom Selleck's commercials for AAG reverse mortgages or Pat Boone's ads for Safe Step Walk-In Tubs, suggesting that being over 50 is fraught with danger. The solution? Buy the products they promote.

Aside from a few exceptions, like "that handsome gray-haired man pitching Trivago," older generations see few relatable figures in ads for travel, wine, cars, or any trendy products.

Of course, there are affluent, gray-haired couples in ads for high-end Viking Cruises on the Rhine or Danube, but if you're single, lack vacation time, or can't afford such trips, those portrayals feel far removed from reality.

3. They frame aging as a medical condition rather than a natural phase

TV ads often lean into fear and disease-mongering, particularly targeting viewers over 50. Susan Douglas highlights that 72% of commercial breaks on the CBS Evening News featured at least one pharmaceutical advertisement.

“Especially when watching programs aimed at older audiences — such as network news, CNN, or the Weather Channel — viewers are inundated with pharmaceutical ads, often for obscure ailments,” Douglas notes.

Some ads are bizarre, reminiscent of the unusual Cialis commercials featuring a couple in side-by-side bathtubs on a beach.

Douglas adds that some commercials employ younger actors to present an idealized version of aging, while simultaneously trying to attract a broader audience.

The fear-mongering includes “Douglas,” a 65-year-old writer and director in a Prevagen ad, who claims, “In my profession, everyone is younger than me.” As he stands beside a younger person, he states he needed help to remain competitive.

The ad implies that to “stay competitive,” one must rely on a supplement with questionable effectiveness, rather than seeking conventional career advice. The commercial concludes with Douglas walking alongside a noticeably younger woman, implying that taking Prevagen could enhance one’s romantic life.

4. They feature few older adults in the workforce

According to the Bureau of Labor Statistics, over 53 million individuals over 50 are employed. However, this statistic is rarely reflected in TV commercials. Except for fear-based drug or supplement ads, older adults are rarely seen working. A 2019 AARP study found that only 13% of images featured older individuals in professional settings.

“Instead, they are most often depicted at home, usually accompanied by a partner or healthcare professional,” reported the New York Times. “Younger individuals are more frequently shown with coworkers.”

Yet, being portrayed as unproductive may be better than the alternative some marketers envision. One 2019 ad for a food delivery service described being 50 as “basically dead.”

5. They reinforce gender stereotypes

While some pharmaceutical advertisements do showcase active older men and women, they often portray the sexes in contrasting ways.

Douglas observes that silver-haired men are shown engaging in adventurous activities like kayaking or playing guitar in rock bands, while women are depicted shopping, gardening, or caring for grandchildren. Most ads define older women's identities through their roles as grandmothers, neglecting their independence or professional aspirations.

Certain ads, such as those for Prevagen, suggest that older individuals cannot thrive without assistance. The irony is that commercials for Ibrance, a drug for metastatic breast cancer, are among the few that feature women in professional roles, highlighting that some may need to work to afford the costly medication.

Many of these dubious ads reflect the marketing tactic of “aspirational aging,” which encourages individuals to pursue an idealized version of themselves to fend off the reality of aging, as Douglas explains in In Our Prime.

“Aspirational aging” acknowledges that many older adults lead vibrant lives and feel younger than their years but seeks to exploit this for profit.

One might wonder if it's unrealistic to expect more respectful representations of older individuals in advertising.

Indeed, commercials have always contained elements of absurdity. However, fairness toward people over 50 doesn't necessitate dull or humorless advertising.

Consider the current Progressive commercials featuring “Dr. Rick,” a therapist who helps new homeowners avoid becoming their parents, struggling with words like “quinoa” or figuring out how to mute their phones.

These humorous commercials resonate across generations because they focus not solely on older individuals but on the timeless generational divide. They cleverly address adult children’s concerns about becoming like their parents while also poking fun at older generations.

More than fifty years ago, Blackglama created a landmark ad campaign with its “What Becomes a Legend Most?” series, showcasing celebrities of all ages in its mink coats.

Though it eventually lost popularity amidst the rise of the animal rights movement, those ads illustrated that both women and men, like Ray Charles and Rudolf Nureyev, can be attractive and successful at any age.

It's unfortunate that many contemporary commercials seem more akin to entries in a contest titled, “What becomes an advertiser least?”

Janice Harayda is an award-winning journalist who has served as the book columnist for Glamour and the book editor of the Plain Dealer in Cleveland. Her work has been featured in major media outlets including the New York Times, Wall Street Journal, and Washington Post. On Medium, she is recognized as a Top Writer in Books, Journalism, Feminism, and Sports.