Ageism is a widespread problem at this time. This is mainly due to the fact that the change of generations occurred at a very rapid pace, and it wasn’t easy to keep track of how views on life were changing. It is now common to laugh at this topic and not take it seriously, but this problem is on par with such representatives as sexism and racism. Older people do not have the strength and power to stand up for their rights, unlike the categories of people mentioned above. The problem of ageism is hinted at and not taken seriously, which considerably shakes their confidence in the younger generation.
One of the clearest examples of the use of ageism is a 2018 representative called This Is Getting Old. If we look at this commercial, we can see that members of the older age group are shown as people who can still fulfill the responsibilities of younger people. However, it is presented in a comical way, demonstrating their helplessness. Here one can see the basic stereotypes about old age and people who are at this age. The most striking of these is the inability of the elderly to move around the house and their clumsiness (Advertising TV, 2018). Obviously, there are people with such problems, but the video shows this in a comic context and as if it concerns every older adult.
The message of the video is that you have to be able to find the time when it’s essential to stop. Age is an indicator that a person is not capable of doing what they could have done a few years ago. This opinion is mainly valid, and in addition to promoting its product, the video raises an important social issue. Ageism is an issue that requires not only a creative but also a practical solution, which still needs to be created.
Reference
Advertising TV. (2018). This Is Getting Old | ETRADE | Super Bowl 2018 Commercial. Www.youtube.com. Web.