Images Shape Attitudes About Aging

By Luis E. Hestres , Jennifer E. John , Abigail Rochman & Andrew Volmert (FrameWorks Institute), and

Colette Thayer

Patty David, AARP Research

Lona Choi-Allum, AARP Research

Laura Skufca, AARP Research

Images can engage audiences by evoking emotions, facilitating memory, and transmitting cultural meaning. In fact, how older people are portrayed in images plays an important role in the

implicit messages that are sent through media, advertising, and other communications. Often these channels feature ageist stereotypes, such as being unable to use technology, or exclude

older adults altogether.

A 2019 AARP study found that people age 50 and older are significantly underrepresented compared to their younger peers in images appearing in online news and social media advertisements and

how older people are represented (or not) conveys implicit messages about them.

AARP Social

Find us on LinkedIn

Follow the Policy, Research & Thought Leadership page on LinkedIn for the latest news, events, and highlights.

To explore the effects of images on explicit attitudes about aging and older people, AARP partnered with Frameworks Institute to conduct a national survey of 3,166 U.S. adults age 18 and

over. We exposed participants to one of 13 image categories or a control condition with no images.

The categories were: 

disengagedTechnologically competentTechnologically incompetentActive older person/peoplePassive older person/people“Super senior”Alone

After exposure to the images, AARP and FrameWorks Institute fielded an implicit association test (IAT) with 3,153 U.S. adults age 18 and over to measure implicit — or unconscious —

attitudes. 

The study findings show that aging advocates and communicators should consider not only how aging and older people are framed in writing, but also how they are depicted in images.

When selecting images to improve attitudes about older people and aging, keep in mind the following key insights and recommendations: 

Select images that counter stereotypes while maintaining authenticity.

stereotypes about older adults are particularly harmful for women’s attitudes.Images that depict older people in the workplace are particularly important for shifting men’s explicit

attitudes toward aging, and they show that older adults are actively contributing to their communities.

Images should depict older adults engaged with others or their surroundings.

effects on both implicit and explicit attitudes toward older adults than showing images of older adults with limited mobility who are disengaged.Showing images of older adults engaged in

typical activities is more effective at conveying that they are full of life than those showing older adults participating in extreme activities (surfing, skydiving, bodybuilding, etc.).

Use images that depict older adults as competent, confident, and capable.

older adults are capable of using technology.

Whenever appropriate, use images that reflect an upbeat mood, in their subjects as well as in their other aesthetic qualities (lighting, setting, etc.).

Use images that depict older people in positive settings and engaged in positive activities.

It’s also important to remember that images are rarely displayed in isolation; they are usually accompanied by text. Past research indicates that text-based frames can be powerful in

shifting understanding of and attitudes toward aging — both implicit and explicit.

These findings on images suggest that the right images can help amplify positive changes in attitudes and strengthen those mainly text-based strategies.

Using images strategically to reframe aging is an evolving practice. More research is needed to help us harness the power of images in combating negative stereotypes and fostering positive

attitudes about aging and older people.

To see how data from this study can help brands reframe aging, check out our data story, Is Your Brand Missing Out on the 50+ Market?

Suggested citation:

Hestres, Luis E., Jennifer E. John, Abigail Rochman, Andrew Volmert, Colette Thayer, Patty David, Lona Choi-Allum, and Laura Skufca. Reframing Aging Through Images: Recommendations from

Research. Washington, DC: FrameWorks Institute and AARP Research, October 2022. https://doi.org/10.26419/res.00546.001

MORE FROM AARP

{ "maxItems":3, "itemsPerRow":"3", "rows":"4", "loadMore":"6", "adsNum":"0", "resultsLength":"0" } Keeping Beauty Real: Media's Missed Opportunity?

Pressure to look young and beautiful is real for American women, but a new AARP survey shows that some are pushing back on those expectations as they age.

How Geography, Race and Ethnicity Affect Life Expectancy at 50

AARP analysis has found inequities in U.S. life expectancy at midlife (age 50) are widening with the gap between the highest- and lowest-performing counties across the country widened

because of both racial/ethnic disparities.

2021 AARP Member Opinion Survey

AARP Member Opinion Survey State Reports highlight the needs and wants of our members on a variety of topics.

Latinos and Beauty As We Age: A Cultural Reflection

Latinos value beauty and personal grooming, yet older Latinos feel unseen by ads, brands, and products. Adults' Thoughts on Death and Dying

AARP survey of adults age 18 and older about their thoughts and opinions on end of life issues. { "maxItems":5, "itemsPerRow":"3", "rows":"4", "loadMore":"6", "adsNum":"0",

"resultsLength":"5" }