Most of the drug commercials also show the elderly with health concerns and needing help from others. In addition, it is rare to see an elderly contestant on a game show or interviewed on the nightly news, and most commercials star young, healthy, and very vital and attractive young people. When the elderly are featured, it is mostly with health concerns and problems.
Some situation comedies depict the elderly in a better light. For example, in "Everybody Loves Raymond," the two elderly cast members, Peter Boyle and Doris Roberts, are depicted as cranky and eccentric, like many elderly are depicted on TV, but they are also loving, if annoying, parents. They are also funny and warm, and have a mature relationship on the screen. They are funny, but they also add warmth to the show, and great character. It would not seem they were entirely positive, but they certainly are alert, competent, and productive.
Another show still in syndication that could be the poster child...
The women did not sit around complaining about their health issues, they were active in the community, dated, and shared common trials as well as common bonds. They were funny, and seemed like they could be anyone's next-door neighbor. Their age was important to the storyline of the show, but rarely limited their activities and their enjoyment of life. They were real people, and they were engaging regardless of their age.
In conclusion, American society and the family are changing as America ages. Hopefully, the future will bring more understanding and acceptance of aging. It seems more families will become blended with parents and adult children, and more funding will be necessary to support the aging population. Perhaps then the media will recognize the importance of creating more balanced programming and advertising to help appeal to a broader age spectrum.
