University Name: Gerontology and Ageism in Greeting Cards Analysis

This report analyzes ageism as it is reflected in greeting cards, examining how these cards often perpetuate stereotypes about aging, such as associating old age with memory loss, physical decline, and other negative attributes. The report discusses specific examples of ageist messages found in greeting cards and other forms of popular media, like cosmetic advertisements, highlighting how these messages can influence societal perceptions of aging. It also explores how ageism manifests differently across generations, with shifts in focus from physical appearance to health concerns due to advancements in medical technology. The conclusion emphasizes the prevalence of ageism in various aspects of life and stresses the importance of healthcare professionals, and society in general, to avoid ageist practices and educate families on the harms associated with such biases.

Running head: GERONTOLOGY AND AGEISM IN GREETING CARDS
GERONTOLOGY AND AGEISMG IN GREETING CARDS
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1GERONTOLOGY AND AGEISM IN GREETING CARDS
Introduction
Ageism implies the practice of stigmatizing, discriminating and holding prejudices
against individuals based on their age (Loos & Ivan, 2018).The following sections will expound
briefly on how ageism can be observed in popular media as well as transferred across
generations, albeit in altered meanings.
Discussion
Examples in Greeting Cards
Every greeting card demonstrates a stereotypical message of ageing, in the form of old
age being associated with memory loss, depression, inability to participate in activities like
driving or even undesirable symptoms like irritability, squinting or slouching. One of the most
common examples ageism, includes attributing ageing to symptoms of memory loss or
forgetfulness, can be observed in Greeting Card #1. The content of this greeting card is
completely ageist since it demonstrates the common perception and stereotype that when a
person gets older, he or she is most likely to forget simple information, and recalling the same is
something to be applauded (Nadler, Morr & Naumann, 2017).
Other Examples
Possibly the most popular and common example of ageism in popular media can be
found in cosmetic products and advertisements demonstrating the need for individuals to
immediately act upon signs of wrinkling, premature hair greying or balding. Such
demonstrations are largely associated with a misperception that wrinkling, hair greying or
balding as a result of old age is not normal but rather undesirable and something to be feared of
(Loos & Ivan, 2018).

2GERONTOLOGY AND AGEISM IN GREETING CARDS
Changes across Generations
While every generation demonstrates ageism, the same may be expressed in unique forms
across different points of time. Ageism previously emphasized more on physical appearance
such as the undesirable presence of wrinkles or slouching. With advancements in medical
technology, ageism is reflected in the perception that an individual must be wary of old age due
to the host of diseases he or she may face due to physiological changes in ageing (Nadler, Morr
& Naumann, 2017).
Conclusion
Thus, it can be observed that ageism is indeed practice prevalently, not just across
healthcare organizations but also in subtly in popular media and lifestyle platforms. Healthcare
professionals must not only avoid practicing ageism but must also seek to educate families on the
harms associated with the same.

3GERONTOLOGY AND AGEISM IN GREETING CARDS
References
Loos, E., & Ivan, L. (2018). Visual ageism in the media. In Contemporary perspectives on
ageism (pp. 163-176). Springer, Cham.
Nadler, J. T., Morr, R., & Naumann, S. (2017). Millennials, media, and research: Ageism and the
younger worker. In The Palgrave handbook of age diversity and work (pp. 423-446).
Palgrave Macmillan, London.