Ageism

perceptions about the inclusion of the 50+ female audience in digital media campaigns in southern Santa Catarina

Abstract

This study investigated the presence of ageism in the representation of the 50+ female audience in digital campaigns by advertising agencies in the south of Santa Catarina, focusing on the 12 agencies in the region that are members of SINAPRO - the Union of Advertising Agencies of Santa Catarina. The research, using a qualitative-quantitative approach, highlighted the presence of ageism in the creative decisions of these agencies, resulting in restrictions on the representation of women in the mentioned age group. The results revealed a growing awareness of the importance of portraying 50+ women in an authentic and empowered manner. The agencies are showing that they are attentive to the need to adapt their approaches, challenging stereotypes, and promoting diversity in advertising. This progressive change reflects the evolution of perceptions of aging in society, creating significant business opportunities. Therefore, addressing the 50+ female audience in digital campaigns can emerge as an advantageous strategy for the agencies participating in the study.