Representation of Old Age

1. http://mags-uk.com/media/catalog/product/cache/1/image/2831x/9df78eab33525d08d6e5fb8d27136e95/w/h/wh0516.jpg

In the magazine above, old age can be seen as being represented as:

• happy, 
• playful, 
• fashionable, 
• joyful. 

These all challenge the standard stereotypes for old age people as they tend to be seen as:

• boring, 
• moody, 
• dependent.

1. This is done through the mies-en-scene of example what she is wearing, it is tight fitting, and quite fashionable. In addition we can tell she is happy and joyful as she is standing up tall, with a big smile on her face. 
2. Their is a quote that also says 'The ageless icon tells us "there are no rules" ' which presents the idea that they are trying to make O.A.P's more confident and to not stick with the stereotypical dress wear, or to go out and do something crazy.
3. They have also used a neutral/eye-level camera angle. This can create a relationship between old people and Hellen Mirren as they will feel equal to each other, making the audience more likely to do as the magazine is telling them.
4. 'be brave, step out of your comfort zone, are you ready?' is a direct quote/question aimed at the target audience to motivate them to doing what they are asking of them.

2. https://www.youtube.com/watch?v=AfERQ-Riy2E

In the ikea 'start something new' advert above, old age is firstly represented in the usual stereotypical way as being: 

• Repetitive
• Boring
• Moody
• Un-adventurous 

However for the main, old character in the advert, the stereotypes are changed as he is getting bored of what he is doing and wants to go exploring. This creating him as being the exact opposite of all the 4 stereotypes labelled above.

1. We can firstly tell that the main character is adventurous as the whole advert is about the idea of him taking a chair around the world with him so he can sit down and look at new, and amazing sites whilst travelling from country to country.
2.  we can also tell however that the other two characters match the stereotypes of old age, this is due to the facial expressions during the close-up used after the main character comes back where we can see them both as being      un-happy and moody.