Older Adult Portrayal in Television Commercials by Pharmaceutical Manufacturers: An Analysis

Abstract. This study explores the relative value of both subjectively reported cognitive speed and gait speed in association with objectively derived cognitive speed. It also explores how these factors are affected by psychological and physical well-being. A group of 90 cognitively healthy older adults ( M = 73.38, SD = 8.06 years, range = 60–89 years) were tested in a three-task cognitive battery to determine objective cognitive speed as well as measures of gait speed, well-being, and subjective cognitive speed. Analyses indicated that gait speed was associated with objective cognitive speed to a greater degree than was subjective report, the latter being more closely related to well-being than to objective cognitive speed. These results were largely invariant across the 30-year age range of our older adult sample.

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Cognitive Aging in a Precision Sport Context

European Psychologist ◽

10.1027/1016-9040.1.3.166 ◽

1996 ◽

Vol 1 (3) ◽

pp. 166-179 ◽

Cited By ~ 6

Author(s):

Bo Molander ◽

Lars Bäckman

Keyword(s):

Older Adult ◽

Cognitive Abilities ◽

Cognitive Aging ◽

Motor Performance ◽

Intervention Programs ◽

Laboratory Studies ◽

High Arousal ◽

Memory And Attention ◽

Age Related ◽

Principal Finding

Highly skilled miniature golf players were examined in a series of field and laboratory studies. The principal finding from these studies is that young and young adult players (range = 15-38 years) score equally well or better in competition than in training whereas older adult players (range = 46-73 years) perform worse in competitive events than under training conditions. It was also found that the impairment in motor performance on the part of the older players is associated with age-related deficits in basic cognitive abilities, such as memory and attention. These results support the hypothesis that older players may be able to compensate for age-related deficits under relaxed conditions, but not under conditions of high arousal. The possibility of improving the performance of the older players in stressful situations by means of various intervention programs is discussed.

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Violence and Sex as Advertising Strategies in Television Commercials

European Psychologist ◽

10.1027/1016-9040/a000016 ◽

2010 ◽

Vol 15 (4) ◽

pp. 304-311 ◽

Cited By ~ 12

Author(s):

Christopher J. Ferguson ◽

Amanda M. Cruz ◽

Daniel Martinez ◽

Stephanie M. Rueda ◽

Diana E. Ferguson

Keyword(s):

Young Adults ◽

Sexual Content ◽

Television Show ◽

Television Commercials ◽

Brand Recall ◽

Violent Content ◽

Willingness To Buy ◽

Advertising Strategies ◽

Television Violence ◽

The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

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