Seniorzy w rodzinie. Wybrane sposoby kreowania wizerunków starości i osób starszych w reklamie
Elders in the family. The chosen ways to create a picture of old age and old people in advertising

Summary/Abstract: In every epoch we can notice a different human’s attitude towards the old age, fading away and the old people which manifests itself in distinct attitudes and ideas about this specific life’s period. Nowadays there’s a noticeable increase in the total number of elders. They become therefore an attentively observed society class. In the mass media, the “appealing” old men’s images are becoming more and more popular and common, so the reflections on this subject perceive as an interesting and important area of investigations. This article is an attempt to reconstruct a “post-modern” strategies of creating and showing the old age images.

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