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  Frequency Levels and Activity Level Portrayals of the Mature Market:   A
Content Analysis of Magazine Advertising  by Cecelia Baldwin Associate
Professor Journalism and Mass Communication 1 Washington Square San Jose State
University San Jose, California 95192 (408)
934-1461 <a href="/cgi-bin/wa?LOGON=A3%3Dind9710B%26L%3DAEJMC%26E%3D7BIT%26P%3D1246860%26B%3D--%26T%3DTEXT%252FPLAIN%3B%2520charset%3DUS-ASCII" >[log in to unmask]</a>  and  Girard Burke         Submitted to the
Research Session of the Advertising Division.       Frequency Levels and
Activity Level Portrayals of the Mature Market:   A Content Analysis of Magazine
Advertising     Abstract        Social gerontology theories, semiotic theory related
to advertising, activity studies in gerontology, and research of the mature
market in advertising provided the framework for this study of the frequency of
the mature market  and of activity level portrayals of the mature market in
national, high circulation magazines.  The hypothesis that no increase in
activity level would occur in the fifteen year time period was examined and
upheld, as independent t-tests showed no significant change in activity level
between  l980 and l995.                Frequency Levels and Activity Level
Portrayals of the Mature Market:   A Content Analysis of Magazine Advertising
        During the 1980s, (Kart, 1985, Nussbaum, Thompson and Robinson,1989,
Dychtwald,1989, Gantz, Gartenberg, & Rainbow, 1980)  researchers asserted that
there was a need to increase the accuracy and frequency of the portrayal of the
mature market.  Nevertheless, there have not been recent follow-up studies in
advertising research to see if their assertions were being followed. This is the
first study to compare the changes in the portrayal of activity levels of the
mature market in magazine advertisements.  In spite of earlier calls by
researchers to increase activity levels the hypothesis that no increase in
activity level would occur in the fifteen year time period was examined and
upheld, as independent t-tests showed no significant change in activity level
between the two time periods, l980 and l995.    Social gerontology theories,
semiotic theory related to advertising, activity studies in gerontology,
research of the mature market in advertising, and the relationship between
advertising and product consumption provided the framework for this study of the
frequency of the mature market in advertising and of activity level portrayals
of the mature market in national, high circulation magazines.  In this study as
with most previous studies the mature market is defined as those persons who are
over 55 years of age.           This study also addresses the psychological
implications of the inaccurate portrayal of the mature market person in
advertising. Inaccurate advertising portrayals of mature market persons
accentuates misconceptions during a period where changes in the activity levels
need to be recognized by individuals, media practitioners, and
society.  Literature Review Population  Overall, the 50-plus age group will grow
74% while the group younger than 50 will increase only 1% during the next 25
years (Tschudy, 1994). This suggests  that we are experiencing a transformation
in the profile of our population (Milliman & Erffmeyer, 1990).          Three key
causal forces have accounted for this major change in demographics. One,
Americans are living longer. Two, the birth dearth--the fertility rate is
declining. But most significantly, the Baby-boomers are aging. As a result,
there will be boom in people over 55 years of age (Dychtwald, 1989; Sperry,
1992), and sociologists predict that Baby-boomers will redefine old age just as
they redefined every other age group they have experienced (Tschudy, 1994).
        The current generation of mature market people in the United States is more
numerous, healthier, better educated, and more affluent than in the past, and
this trend will continue (Dychtwald, 1989). In fact, when the Baby-boomers, the
76 million persons born between 1946 and 1964, who began turning 50 in 1996,
will be even better educated, more affluent and healthier than any generation in
the history of America. Of significance to advertisers is the fact that combined
incomes of mature market persons are more than $800 billion with its members
controlling 70% of the total net worth of all Americans (Stoeger, 1994).
Furthermore, over half of all discretionary spending power is accounted for by
those over 50 years of age (Linden, 1985).  Advertising and the Mature
Market  During this current time of social transformation, when the population
is aging and demographics are changing, it is important to recognize how the
mature market is being portrayed in advertising.         The gerontologist, Kart
(1985), contended that myths and stereotypes of the mature market persons are
transmitted through the mass media, and Atchley (1994), confirmed that some
people learn what to think about aging from their exposure to advertising and
media portrayals. For example, in a landmark study of the portrayal of the
mature market in magazine advertisements by Nussbaum, Thompson and Robinson
(1989), the researchers concluded that stereotypical attitudes can and do impact
the quality of life for mature market persons and others, and that advertising
may be a significant factor in the creation and maintenance of such attitudes.
        From activity level studies of the mature market (Palmore, 1968; Palmore,
Nowlin & Wang, 1985; Atchley, 1994), it was concluded that decreases in
activities are determined more by poor health and poor socioeconomic conditions
than by aging. Advertising studies have demonstrated that although the frequency
and portrayals of the mature market in some instances have slightly increased
(Davis & Davis, 1985), the overall portrayals of the mature market are
inconsistent and inaccurate (Nussbuam et al., 1989; Kvasnicka, Beymer, &
Perloff, 1982; Gantz, Gartenberg, & Rainbow, 1980). Gerontology activity level
studies have confirmed that activity levels of the mature market are relatively
similar to other age groups, and they will continue to increase throughout time
(Atchley, 1994; Palmore, 1981).         Gantz et al. (1980) discovered that the mature
market was poorly represented in popular magazine advertisements: Only 6% of all
advertisements contained mature market persons. The researchers (Gantz et al.,
1980) pointed out that in comparison with the size of the mature market people
in the U.S. population, they were underPrepresented in magazine advertisements.
For example, in all ads analyzed, there were a total of 17,838 people, of whom
only 551 were mature market persons. With the exclusion of borderline cases, 1
in 30 people in magazine advertisements were mature market people (Gantz et al.,
1980). In terms of the numerical composition of the group in the advertisements,
advertisements with mature market persons contained nearly twice as many
nonPmature market persons (Gantz et al., 1980).          Advertising transfers meanings
through messages, and this contributes to activity level involvement among
mature market persons (Atchley, 1994). The social communication of advertising
offers messages that symbolically link people as representatives of social
structures and processes (Pease, 1985). Social scientists have employed semiotic
theory to discern the values and beliefs that are widely shared among the public
(Pease, 1985). For example, both Pease (1985) and Leiss et al. (1986) have
studied the implicit and explicit social statements present in advertising.
Leiss et al. (1986) concluded that the advertising message contains two levels
of meaning: the explicit surface message and the implicit message below the
surface.        Semiotic theory is utilized to explain how individual roles and
identities are partly determined through the transference of meaning through the
advertising of products. Eventually, the labels persons ascribe and receive
about the mature market may result in both positive and negative self-fulfilling
prophecies (Cox, 1993;  Kuypers and Bengtson, 1973).  Relationship to
Gerontology Theory      As the Baby-boom population moves into the mature market
segment of our population, what advertising messages and images are they, and
others, receiving about the lifestyles and activities of the mature market?
How might it relate to gerontology theories of disengagement, activity and
continuity?  Accurate portrayal of the mature market in magazine advertising
might encourage activity and continuity for those who might have otherwise
subscribed to societal disengagement. As Dychtwald (1989) pointed out,
advertising can play a role in improving society's perceptions of the mature
market person, and consequently, this may improve their images of
themselves.  Disengagement Theory       Cumming and Henry (1961) stated that aging
involves an inevitable withdrawal, or disengagement, resulting in decreased
interaction with those in the aging person's social milieu, and this might be
initiated by the social system or the individual (Cox, 1993). Furthermore, role
losses, specifically major life roles, are the key problems for people as they
age. Eventually, people of the mature market experience diminished interaction
and withdrawal from previous activities (Cox, 1993). Several researchers and
social scientists were so irritated by the basic claims of disengagement theory
that they have spent enormous efforts refuting its underlying principles
(Ferraro, 1990).  Activity Theory       Activity theory opposes disengagement theory.
Havighurst (1963) asserted that normal aging is an action theory for successful
aging. It is based on three premises: one, that the majority of normally aging
people will maintain a fairly constant level of activity; two, that the amount
of engagement or disengagement will be influenced by socioeconomic factors and
past lifestyles; and three, substantial levels of social, physical, and mental
activity must be maintained if the aging experience is to be successful.
Conclusively, the concept of activity theory involves maintaining as long as
possible the activities and attitudes of middle age.    In essence, the
implication drawn from activity theory is that one will substitute new
activities and roles for those which one is forced to give up during the aging
process (Cox, 1993; Atchley, 1994). Cockerham (1991) reiterated Havighurst's
(1963) claim that activity theory is based on the concept that middlePage norms
of activity constitute the standards by which people are judged, and that there
is a positive relationship between activity and life satisfaction.  Continuity
Theory  In continuity theory, decisions regarding which role to maintain and
which to discard are determined by the individual (Cox, 1993). This theory is
based on the continuity of behavior patterns through various life phases (Cox,
1993) whereby the mature market person strives to maintain desired roles and
activities in the social system for as long as possible (McCrae & Costa,
1984).  The founders of this theory (Neugarten, Havighurst, & Tobin, 1961)
postulated that each individual's personality determines successful aging, and
that this is dependent upon the individual's ability to maintain consistency
(Nussbaum, Thompson & Robinson, 1989). Atchley (1994) noted several studies
relating continuity to activities (Kunkel, 1989; Atchley, 1993; Kelly &
Westcott, 1991).        Advertising's role is that of a vehicle of communication that
works to sell through persuasion and imagery (Pease, 1985), and the relationship
between advertising and how perceptions reveal meaning in one's life is
described through semiotic theory. From a semiotic perspective, meaning is
dependent on the way signs are organized internally in an advertisement and on
the relationship of the advertisement to the person's external belief systems
(Williamson, 1978).  In a comprehensive study of magazine advertisements by
Nussbaum et al. (1989), the researchers concluded from their analysis of
advertising portrayals of the mature market that "stereotypical attitudes can
and do impact the quality of life for the elderly and others, and the mass media
may be a significant factor, in the creation and maintenance of such attitudes"
(p. 63). Accurate portrayal of the evolving nature of the mature market in
magazine advertising might encourage activity and continuity for those who might
have otherwise subscribed to societal disengagement. As Dychtwald (1989) pointed
out, advertising can play a role in improving society's perceptions of the
mature market person, and consequently, this may improve their images of
themselves. Methods     This study was a content analysis of advertising
portrayals of activity levels of the mature segment in seven national magazines:
Newsweek, Time, People, Family Circle, Fortune, Better Homes and Gardens, and
Esquire. Additionally, this study, for the time period 1980-1995, provides
concrete, measurable information that can be utilized to gauge any progress the
advertising industry has made during this rapidly changing period of
transition.     Although the literature provides evidence that small increases in
the portrayals of the mature market in magazine advertisements have occurred in
specialized magazines (Kvasnicka, Beymer, & Perloff, 1982), there has not been
an account of any evidence to support the data that measures whether the
increases in activity levels have increased by the mature market in national
magazine advertising over the last 15 years. Therefore, the purpose of this
study was to examine how the activity levels of the mature market have been
portrayed in advertising in national, high circulation, magazines from 1980 to
1995.           In spite of gerontologist proclaiming the need for continued higher
levels of activity  and the impending entrance of an active baby-boomer
population into the mature market, the hypothesis that there will be no
significant change in activity levels between the two time periods has been
tested.  Frequency of portrayal of the mature market and frequency of gender
portrayal has also be examined.  The following research questions have been
examined:       1.  Have national, high circulation magazine advertisements shown
changes in the activity level portrayal of the mature market during the last 15
years?          2. What is the percentage of mature market persons in magazine
advertisements compared to the total number of people in all advertisements?
        3. What is the gender ratio of the mature market in magazine advertisements?
        4.  Has there been an increase or decrease in the amount of mature market
people in magazine advertisements during the last 15 years?     5. Have there been
changes in the frequency and distribution patterns (trends) in magazine
advertisements of the mature market in specific types of activity levels over
the 15 year time period?        6. What are the portrayals of the mature market in
specific types of product/service advertisements?       The time period examined,
1980P1995, was determined by the following: The year 1980, as the base, was
highlighted by the Gantz et al. (1980) landmark study of the role portrayal of
the mature market in national, general magazines; the 1980s as the period of
heightened awareness of the mature market's growth.  In 1986, Nussbuam and
Robinson concluded their study of media portrayal of the mature market; and the
early to mid 1990s, as the period where the large populous of BabyPboomers (born
between the years 1946P1964) will begin to enter the mature market segment; and
1995, as the final year of the study.   This study focused on the average
activity level portrayal of all mature market persons in all advertisements from
the sample. The purpose of this research was not to solely account for the mere
presence of mature market people in advertisements, but instead, the goal of
this research was to analyze differences in portrayals of activity levels of the
mature market. Therefore, when the coding was completed,  an average activity
level score for each advertisement was obtained.  As a consequence, the results
produced an average activity level composite for all members of the mature
market.         In advertisements where there was only one mature market person
depicted in more than one activity level, the coders averaged the two activity
level scores to obtain the final activity level score.  The Selection of
Magazines       Seven high circulation magazines were selected for study: Newsweek,
Time, People, Family Circle, Fortune, Better Homes and Gardens, and Esquire. The
amalgamation of all magazines in this study represents a moderately broad,
diversified spectrum of genres that are of large mass circulation. Therefore, to
determine the portrayal of the mature segment in advertisements in large
circulation magazines, all specialized magazines targeted to both ends of the
demographic spectrums of age, gender, and income were excluded from the content
analysis. For example, specialized magazines with agePspecific activity related
editorial and advertising content such as Modern Maturity, Fifty Plus,
Retirement Life, and Retirement Living were not analyzed because ads
specifically targeted to the mature market segment would not be indicative of
ads targeted to, and therefore influenced the perceptions of, the general
population.     In summary, the magazines selected represent an overall balance of
demographic circulation and readership percentages by gender, age, and income
with the readers' median age of 40, and the median individual and household
incomes ranging from $18,409 to $63,283.        The magazines selected for this study
have been categorized into three groups which were determined by the frequency
of the issue: weekly, biweekly, and monthly.    Weekly magazines. Newsweek, Time,
and People are the weekly magazines in this study. One weekly issue within each
month for each bimonthly period (occurring every two months) was randomly
selected for a total of six issues per magazine for each yearly time period.
        Biweekly magazines. The biweekly issues in this study are Family Circle and
Fortune magazines.  One biweekly issue within each bimonthly period (occurring
every two months) was randomly selected for a total of six issues for each
yearly time period.     Monthly magazines. Monthly issues of Better Homes and
Gardens and Esquire have been analyzed. Application of the systematic random
sample method determined the starting point of the year, and then, every other
month (skipPinterval) was examined throughout that one year period for a total
of six issues per magazine per year.   Coding Levels and Categories     The
framework for the development of the activity levels and product/service
categories was an amalgamation of  studies originated by Gantz et al. (1980),
Kline and Leiss (1978), Belkaoui and Belkaoui (1976), and Greco (1988).
  Activity Levels       Background. The coding protocol that was sought to identify
the activity levels of the mature market was developed from the study of
activities in magazine advertisements by Kline and Leiss (1978).        Levels of
activity. The continuous flow of activity levels necessitated an activity level
range of 1P5, and subsequently, coding scores and ranges within each level were
formulated to enhance the descriptive analysis for each level of activity.
Definitions of specific activity level types that occur within each activity
level have been provided for coding and interpretational clarity (Table
1).  Product/Service Categories         To display the frequency and percentage of
advertisements containing those who are representative of the mature market by
product/service category and specific product/service type, the author combined
the product/service category definitions from the Gantz et al. (1980) study of
the mature market, the Belkaoui and Belkaoui (1976) study on women, and the
Greco (1988) study.     Definitions of the product/service categories and the
specific product/service types have been ordered by similarities within a coding
range of 1-6 (see Table 2).  Administration of the Pilot Test   The pilot test
was conducted with the two coders individually coding an identical, randomly
selected subsample of 13% (10%P25% sample recommended) of the content universe
under consideration. For example, 13% of the issues from the magazines,
Newsweek, Time, People, Family Circle, Fortune, Better Homes and Gardens, and
Esquire, for the two time periods 1980 and 1995 was coded. Thereafter, the
Scott's Pi formula was calculated for the purpose of testing intercoder
reliability of the pilot test. Scott's Pi accounted  for the occurrence of some
coder agreement strictly because of chance, and it also corrected for the
probable frequency of use and the number of categories used in the study (Wimmer
& Dominick, 1994).   Results of the Pilot Test and ScottUs Pi Formula   In
summary, there was consistency in the levels of agreement among two independent
coders who coded the same content using the same coding instrument (Wimmer &
Dominick, 1994). Intercoder reliability should reach at least 80% agreement for
a study of this nature. Results of the ScottUs Pi  test proved an intercoder
reliability of 93%. As a result, one coder for coding the population in this
study was justified.   Statistical Analysis     An independent t -test was used to
analyze the dependent variables as the differences of activity levels between
the advertisements in the years l980 and l995, those advertisements being the
independent variables.  Additional observations examined the relationships
between activity levels and product/service categories which were observed by
percentages. The data results for frequency of portrayals of mature market
persons in magazine advertising were examined by percentage comparisons.
  Findings      The data results from the two time periods were obtained from a
systematic random sample size of 84 magazines in which  609 mature market
advertisements of all onePhalf page or larger were coded for a total of 1,253
mature market people (see Table 4 and Table 5 on page 68).      The seven magazines
in this study represent a diverse, equally distributed, demographic readership.
For example, all magazines have been grouped into sets that each have similar
readership (i.e., men or women) with similarly  equal percentages of
advertisements (21% P 33%) for each time period, except Fortune, 1995.
Therefore, the data results for activity levels, product/service categories, and
percentages of the mature market by gender and frequencies are unbiased because
demographic readership is evenly distributed for all magazines in 1980 and 1995.
        The hypothesis that activity level would not change between l980 and l995 was
upheld as the application of the independent t-test established showed no
statistical significance of difference for the dependent activity level
variables for 1980 and 1995 when run with a p value < .01.  (See Table 3.)      The
activity level range spectrum showed shifts in the number of advertisements
portraying the activity level of the mature market, and the middle range
activity levels (medium and high, respectively) remained stable.  (See Table
4.)     Highlighted areas in Table 5 signify the specific activity level types that
indicated the most prevalent number of changes in ad count from 1980 to 1995.
Activities such as Rest and relaxation, Personal maintenance, SocialPPromance,
and SocialPPfamily/friends exhibited substantial decreases in the frequency and
percentages of mature market advertisements (P68%, P59%, P50%, and P39%,
respectively). Conversely, educational advertisements were used for the first
time in mature market advertisements (+100%), and overall, there was a slight
upward shift in frequency and percentages in the very high activity level
activities. Interestingly, advertisements depicting the mature market as
disengaged and as ordinary and professional workers all remained relatively
constant for both time periods. (See Table 5.)  Additional
Observations Product/Service Categories and Types       From 1980 to 1995, the most
dramatic decreases in the number of advertisements involving the mature market
occurred in product/service categories one (Household, Autos, and
Communications) and two (Alcohol and Tobacco) (39% and 82%, respectively),
whereas, product/service categories four (Health, Care, and Maintenance) and
five (Sports, Travel, and Media) demonstrated increases in  advertisements
portraying the mature market by 52% and 38%, respectively. The frequency of
advertisements for product/service categories three (Institutional and Monetary
Affiliations) and six (Food, Beverage, and Others) remained about equal over the
fifteen year period. (See Table 6.)     An interesting finding from Table 7  is the
examination of advertisements in specific product/service types located within a
product/service category may illuminate significant changes in the frequencies
of the mature market in various product/service type advertisements, but those
changes are potentially indiscernible if the data analysis is limited to the
product/service category level.         The Institutional and Monetary Affiliations
category exemplifies how the frequency of specific  product/service type ads
within a product/service category may became bipolar opposites over a fifteen
year period, yet a general examination on the category level  may confirm
stability within the frequency of ads. For example, product/service types within
the Institutional and Monetary Affiliations category such as Corporate image and
Insurance advertisements confirm decreases of P48% and P40%, respectively;
conversely, Education and Securities and credit advertisements exhibit
increases of  93% and 71%, respectively. Yet, changes from 1980 to 1995 in
frequency of advertisements in the Monetary and Institutional Affiliations
category represents only a 6% increase (see Table 7).   The total number of ads
with the mature market in product/service category types decreased (with amount
of ads for 1980 and 1995 in parentheses) in Household goods and appliances
(14/4), Auto and automotive products (29/9), and Travel (11/6). The largest
decreases occurred in the Liquor and Smoking ads (40/2 and 16/7, respectively).
        The most noticeable increases in the amount of ads with mature market persons
occurred in the product/service category types of Drug and health care goods,
Clothing and accessories, and Media attractions (17/26, 5/21, and 32/47,
respectively).  Combined Activity Levels with Product/Service Categories        Table
8 displays changes in the activity level portrayal of the mature market within
each product/service category from 1980 to 1995. Overall, the major shift in ad
frequency for product/service advertisements occurred between the opposite ends
of the activity level continuum; whereby, the very low activity level and the
low activity level variables appeared less frequently as the very high activity
level portrayal of the mature market increased within all categories except the
category of Alcohol and Tobacco. The most prevalent decreases occurred in the
medium activity level for product/service categories of Household, Autos, and
Maintenance; Alcohol and Tobacco; Institutional and Monetary Affiliations; and
Food, Beverages, and Others (22/10, 22/1, 51/37, and 21/10,
respectively).  Conclusion      After many years of gerontologists and advertising
researches calling for increase accuracy of activity level portrayals this study
shows that portrayals of activity levels have not significantly changed in the
past 15 years.  This study has shown a decrease in the population numbers of
mature market people being portrayed when numbers of mature market individuals
have shown large growth.  This study has shown an even further decrease in
portrayals of women than men in the mature market.              In the results of the
frequency the mature market constituted 23% of all people in ads in 1980
compared to 17% of all people in ads in 1995 (a 6% decrease over fifteen years).
Furthermore, mature market women were 6% of all people in ads in 1980, whereas,
by 1995, the representation of mature market women decreased by 2% to only 4% of
all people in advertisements. The frequency of mature market men compared to all
people in ads decreased by 4% by 1995 (17% to 13%, respectively).       This study
discusses the need for accurate activity level portrayals of the mature market
in advertising. Social gerontology theories have described how the mature market
translates activities into adapted lifestyles and then establishes roles of
identity in societies. The creation and maintenance of attitudes that impact the
quality of life for the mature market may be linked to advertising (Nussbaum,
Thompson, & Robinson, 1989). The gerontologist, Atchley (1994), confirmed that
some mature market persons learn concepts about aging through their exposure to
advertising.    This study also addresses the psychological implications of the
inaccurate portrayal of the mature market person in advertising. Inaccurate
advertising portrayals of mature market persons accentuates misconceptions
during a period where dramatic changes in the activity levels needs to be
recognized by individuals, media practitioners.         Several changes occurred in the
frequency of advertisements portraying the specific activity level types of the
mature market from 1980 to 1995. Some interesting trends were observed that
might have future implications in the accuracy of the portrayal of the mature
market in advertising. Within the five activity level ranges, the most
noticeable decreases in the percentages of advertisements occurred in the
specific activity types  (percentage change in parentheses) of Rest and
relaxation (P68%), SocialPPromance (P50%), SocialPPfamily/friends (P39%),
Personal maintenance (P59%), Travel (P17%), and HouseworkPPoutdoor (P34%) in
which all represent restful, leisurely activities. Conversely, almost all the
high activity level types increased or   remained equal. In addition, the
activity level types of WorkPPordinary and WorkPPprofessional were substantially
maintained, especially in terms of raw ad count, and Educational ads were
introduced. Lastly, Purchasing ads were increased by 67% in 1995.       Palmore
(1985) and Atchley (1995) maintained that the two most important factors in
determining life satisfaction for the mature market were monetary factors and
social factors such as close proximity to family and friends. Yet, although
todayUs mature market person is becoming healthier and more financially
independent, they are also experiencing more divorce, smaller family sizes, and
independent lifestyles.         Should advertising reflect a new socioPeconomically
changing image of the mature market person. Perhaps the advertising portrayals
of the mature market as a homogeneous and dependent group with countless hours
for traveling, gardening, resting, and personal maintenance should be
transforming into advertising portrayals of active, independent, individual
persons capable of choosing from several lifestyles.    The importance of accurate
representation of mature market people in advertisements becomes more apparent
when it is considered that during the next 25 years, the 50Pplus age group will
grow 74% while the group younger than 50 will increase by only 1%. In a 1980
exploration of the portrayal of the mature market in national, high circulation
magazine advertisements by Gantz et al. (1980), the researchers reported that in
comparison to the size of the U.S. population, the mature market was
underPrepresented in magazine advertisements. A three year followPup study by
Kvasnicka et al. (1982) had comparable results. In this study the concern is not
only how the mature market is represented in sheer numbers compared to the
population of U.S., but also with the portrayal of the mature market in
relationship to the current demographic transformations of the mature market.
        When the demographic factors, activity and lifestyle studies, and the
population figures signal an exponentially increasing change of the mature
market segment, and portrayal of the mature market shows decreased
representation in national, high circulation magazines a call must be made to
examination the phenomena further and to accurately portray the mature
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Wadsworth.                             TABLE 1 Activity Levels Level One: Very
Low Activity Disengagement  and Inactivity: Sleeping, indoor or outdoor, day or
night. At rest and relaxation.    Level Two: Low Activity Attendance: such as
Attendance of church services, etc.  Personal maintenance:       makePup, showering,
brushing teeth, hair parlor or barber.  Level Three: Medium
Activity Educational:  attendance: at schools and universities, participation in
adult education, arts and crafts classes. Sports and entertainment::  watching
at sports arenas, concerts, and spectating of parades, etc.. Active
participation as a fan or audience member. SocialPPromance:  nonverbal close
positioning, kissing, hugging, dining, dancing, ambiance, parties, and
entertainment. SocialPPfamily/friends:  one or more persons engaged in talking,
dining, and parties at all locations such as parks, organizations, and volunteer
events. Traveling:  automobiles, airplanes, cruises, and tours. Purchasing and
shopping malls, grocery stores, car lots, furniture and clothing stores. Four:
  Four:  High Activity  Work:  volunteer work, babyPsitting and guardian
care. HouseworkPPindoor:        cooking, vacuuming, cleaning, and
repairing. HouseworkPPoutdoor:  gardening, painting, cleaning, and car
washing.         WorkPPordinary:  blue collar, desk clerk, mail person, farmer, and
driver. WorkPPprofessional:     white collar, leadership, business, and teaching.
Entertainers, athletes, and musicians, also, professionals such as lawyers and
doctors.  Five: Very High Activity   Recreational:      All variables listed below
pertaining to competitive and regular sports,
games. Walking   Exercise. Golf  Biking Sports   Other  Any highly physical not
previously listed.        TABLE 2  Product Categories Category One: Household,
Autos, and Communications Category Two: Alcohol and Tobacco Category Three:
Institutions and Monetary Affiliations Corporate Image   Category Four:
Health,Care, and Maintenance Drugs and health care goods, beauty aids and
cosmetics, hair products, colognes, perfumes, makePup, blowdryers, hair curlers,
hair dyes, and shavers are all examples of beauty aids. Clothing  Infant
care     Pet foods and products  Category Five: Sports,Travel, and Media Recreation
and sporting:  also, resorts, hotels, motels, and promotions for cities. Media
attractions     Cable television and network advertisements, promotions for tapes,
compact disk games and music, videos, movies, concerts, books, and
magazines. Category Six: Food,Beverage, and Other Food and nonPalcohol     Table
3  Comparison of Statistical Scores for the Activity Levels of the   Mature
Market in Magazine Ads for 1980, 1995, and 1980/1995     Statistical
Scores   No.    p Year of Ads M SD      SE      t       df      (2-tail)   1980/1995    609     3.17 1.01 .0575
-2.58 607       0.010  1980 335 3.07 0.99  1995 274     3.28 1.02    Table 4  Frequencies
and Percentages of Magazine Ads for Five Levels of Activity  Portrayals of the
Mature Market for 1980 and 1995   Year 1980     1995 No.        No. Activity Levels of Ads
%       of Ads % Very low       29      9%      18      7% Low  24      7%      11      4% Medium 143   43%     112     41% High
118     35%     102     37% Very High   21      6%      31      11%  Total 335  100%    274     100%   Note: N = 609
ads    Table 5  Comparison of Changes in Magazine Ad Portrayal of  the Activity
Level Type of the Mature Market for 1980 and 1995
 Year 1980      1995 1980/1995 No.      No.     % Activity Level Types of Ads % of Ads
% Change  Very low activity Disengagement       69      20.6%   67      24.5% -3% Sleeping
2       0.6%    3       1.1%    34%  Rest and relaxation        41      12.2%   13      4.7% -68% Low
activity Religion 1     0.3%    -100% Personal maintenance      17      5.1%    7       2.5% -59% Medium
activity Educational    4       1.5% 100%  Sports and entertainment
1       0.3%    3       1.1% 67% spectating  Social--romance
14      4.2%    7       2.6% -50%  Social--family/friends       61      18.2%   37      13.5% -39%  Traveling
12      3.6%    10      3.6%    -17%  Purchasing and shopping   2       0.6%    6       2.2% 67%  High
activity  Childcare--volunteer work     2       0.7% 100%  Housework--indoor
3       0.9%    4       1.5% 25%  Housework--outdoor
6       1.8%    4       1.5% -34%  Work--ordinary       36      10.7%   30      11.0% -17%  Work--professional
51      15.2%   50      18.2% -2%  Very high activity  Recreational and leisure
2       0.6%    2       0.7%   Walking  3       0.9%    5       1.8%    40%  Golf       4       1.5%    100%  Biking    2       0.6%    2       0.7
%  Sports       1       0.4%    100%  Other     12      3.6%    13      4.7%    8%  Total 335   100%    274     100%   Note:
N = 609 ads     Table 6  Frequencies and Percentages of Product/Service
Categories   in Mature Market Magazine Ads for 1980, 1995, and 1980/1995
    Year   1980 1995 1980/1995  Product/Service No.     No.     No. Category    of Ads %        of
Ads %   of Ads %   Household, Autos,    61      18%     30      11% 91  15% and
Comms.  Alcohol/Tobacco 56      17%     9       3%      65 11%  Institutional
and     106     32%     99      36% 205 34% Monetary Affltn's   Health, Care,
34      10%     56      21%     90 15% and Maintenance  Sports, Travel, 44      13%     57      21%     101 16% and
Media  Food, Beverage, 34       10%     23      8%      57 9% and Other  Totals 335     100%    274
100%    609     100%    Table 7  Comparison of Changes in the Magazine Ad Portrayal of
the   Mature Market in Product/Service Category Types   Between 1980 and
1995   Year   1980      1995 1980/1995  Product/Service No.     No.     % Category Types of
Ads %   of Ads %        Change   Household, Autos, and Communications  Household goods
14      4.2%    4       1.5% -71% and appliances  Outdoor maintenance   4       1.2%    1       0.4% -75% and
repair items  Autos and automotive      29      8.7%    9       3.3% -69% products  Electronic and
office  14      4.2%    16      5.8% 12% equipment  Alcohol and Tobacco  Liquor
40      12.0%   2       0.7%    -95%  Smoking 16        4.8%    7       2.6%    -56%  Institutional and
Monetary  Affiliations  Corporate image 75      22.4%   39      14.2% -48%  Securities and
credit  10      3.0%    34      12.4% 71%  Insurance 20 6.0%    12      4.4%    -40%  Education
1       0.2%    14      5.1%    93%  Health, Care, and Maintenance   Drugs and health
17      5.0%    26      9.5% 38% care goods  Beauty aids and
5       1.5%    9       3.3% 44% cosmetics  Clothing and        5       1.5%    21      7.7% 76% accessories  Infant
care  Pet foods and     7       2.1%    0       0 -100% products  Sports, Travel, and
Media   Recreation and  1       0.2%    4       1.5% 75% sporting goods  Travel
11      3.3%    6       2.2%    -45%  Media attractions 32      9.5%    47      17.1% 32%  Food, Beverage, and
Other   Food and
non-alcohol     31      9.3%    22      8.0% -29% beverages  Other      3       0.9%    1       0.3%    -67%  Totals
335     100%    274     100%    100%   Table 8  Changes Between Distribution of
Product/Service Category and  Activity Level Magazine Ads of the Mature Market
 for 1980, 1995, and 1980/1995  Product/Service Categories by
Year Household Alcohol  Inst'ns.        Health Sports   Food Totals Autos       and and Care Tra
vel     Beverage        by & Comms.     Tobacco Money   & Maint.        & Media & Other Year  Activity
Level 80        95      80      95      80 95   80      95      80      95      80 95   80      95  1. Very
low     6       1       9       0       6 6     3       4       4       4       1 3     29      18    2. Low 1  1       6       2       5       3 8     2       2       1       2       2 24    11    3.
Medium  22      10      22      1       51 37   8       28      19      26      21 10   143     112   4. High
31      14      11      5       36      42 11   13      19      21      10      7 118   102   5. Very high
1       4       8       1       8 11    4       9       0       5       0 1     21      31   Total      61      30      56      9       106 99  34      56      44      57      34 23   335     2
74  Note: N = 609 ads