Document Type

Article

Publication Date

3-5-2026

Publication Title

Journal of Advertising

Volume

55

Issue

1

Pages

116-132

Publisher Name

Taylor & Francis

Abstract

Transformative advertising research uses institutional theory to position advertising as a site for transformative well-being, highlighting the role of ideology in shaping industry practice and output. Our study into discourses of successful aging in three films addressing the lives of older women demonstrates how film uses cinematography, dialogue, and mise-en-scène to discursively create film templates of successful aging. Templates provide cultural ideological frameworks for film audiences in their materialized representations of subject positions, thereby creating consent for the conditions and consumption that symbolize those positions. Although film can offer advertising and its audiences potentially transformative ideological templates of aging and gender, our findings reveal that templates rest on existing power hierarchies, limiting their potential use as a tool for transformative well-being in industry that could contribute to individual and societal well-being.

Comments

Author Posting © The Authors, 2026. This article is posted here by permission of Taylor & Francis for personal use, not for redistribution. This article was published open access in Journal of Advertising, Vol. 55, Iss. 1 (March 5, 2026), https://doi.org/10.1080/00913367.2026.2617231

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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