Ambient Ageism. The Ageist Sound of AgeTech Advertisements

AgeTech companies market smart home technologies designed to help older adults stay in their homes and keep them safe. These companies usually market their products constructing ideas of age and using ageist representations of ageing and older adults. For instance, Vermeer et al. (2019:27) explored online marketing strategies for surveillance technology designed for people living with dementia living at home and for their care providers. The advertisements directed their messages at families and care providers, not to the people living with dementia dehumanising them as a "problem to be managed" and categorising them "in the same class as wallets, keys, young children, dogs, and/or prisoners".

One of the ideas promoted is that ageing in one's home with autonomy is an essential part of healthy ageing. "Marketing is designed to play on underlying fears that consumers have been socialised to associate with ageing, as well as on our underlying social values."

AgeTech marketing discourse has been critiqued for its ageist constructs of ageing and older age. Advertisements rely on associations between older age and illness, decline, frailty, and forgetfulness. These associations in turn inform the definition of “needs” and justify the use of stereotypical representations of older people on marketing platforms (Neven and Peine, 2017; Peine and Neven, 2021). The problem of ageism in the media has been called “visual ageism” by Loos and Ivan (2018), which refers to underrepresentation and misrepresentation of older adults in the media, and “new visual ageism,” which refers to the “obsessive representations of older people in looking unrealistically young” (Ivan et al., 2020, p. 10). Acknowledgement of this has led to a call to push back against visual ageism in digital media content. Indeed, Einsend (2022) noted that the inclusion of older people in advertising has not been given enough attention by academics, calling for more research in this area.

Visual ageism is not the only aspect of interest. The soundtrack of commercials is also regarded as an important means of communicating with viewers. Music is "a tool that impacts viewers' emotions, cognition, and interpretation of the brand's message", it can attract attention and set the mood in comercials. 

In her study, Graham (2022) collected data through an online search for AgeTech advertiseent videos for ageing-in-place technologies posted from 2015 to 2022. The author came to the conlcusion that visual and acoustic ageism work together ranging from negative stereotypical portrayals to overly positive ones. Here are some excerpts:

Negative stereotypes of older adults were common to the AgeTech advertiseents. The vision of the older adult woman in the Essence Care video most profoundly reflected the dystopian, fourth-age imaginary of dependence, impairment, and lack of agency, not only visually, but also acoustically. As discussed above, the background music set the scene for the viewer to perceive passivity, lethargy, and deterioration. The acoustic dimension of the negative fourth-age imaginary is characterised by slow-moving, descending and decaying musical lines that are simultaneously passive (un-agentic, in Gilleard and Higgs' terms), and ominous. Just as Neven and Peine (2017) state that the ageing-and-innovation discourse stigmatises older people as old, so, too, can the musical discourse of AgeTech advertisements.

The Essence Care ad portrays the older adult woman more negatively than the older adult man by focusing attention on her face in a “scene of empathy” (Tan et al., 2007) and her audible exhausted sigh. Together, these representations reinforce the association between ageing and decline. Interestingly, it has been noted that these overly negative portrayals of the much-dreaded fourth age alienate older adults from technology because they identify technologies as being for “old people,” a social category with which they do not identify. Thus, both visually and acoustically (which this paper highlights), barriers to technology engagement are created through negative portrayals of older adults.

Following the binary pattern of dystopian-utopian imagined futures, the Vayyar advertisement provides an example of a utopian, agentic, third-age future with smart home technology. The background music is carefree, uncomplicated, almost toy-like in its simplicity and ease, setting a scene of leisure and play. Craton and Lantos (2011) note that upbeat music can symbolise fun entertainment products in advertising soundtracks. Framing the technology as an “entertainment technology” may help to bypass the tensions associated with surveillance technology. The music sets the stage for the audience to perceive the older woman as an agentic, third-age consumer who adopts technology to make life more enjoyable and less onerous (Gilleard and Higgs, 2022). This fits with common stereotypes of the “Golden Ager,” the “Perfect Grandparent,” and “the Productive Golden Ager” who is portrayed as full of “zest” and living in intergenerational harmony (Ylänne, 2015, p. 371).

The subtle changes in the background music of the SofiHub advertisement are an example of how music reinforces the normalisation of surveillance technology. There is no dramatic “crisis” in this advertisement, but there is still a construction of a need that key routine behaviours (late to bed, late to rise, and long duration in the bathroom) require monitoring and reporting to care providers. The inclusion of the more energetic drum track primes the viewer to perceive the technology as supporting successful, active everyday life and watching out for any sign of decline. According to Van Leeuwen (1999), ascending melodic motion is associated with energy and brightness, suggesting that the inclusion of electric guitar slides provides a happy and hopeful ending to the advertisement, ensured by the use of technology. In this case, everyday life with technology is pictured as good—the older woman gardens safely, the older man maintains his privacy. Interestingly, the change to the music occurs when a younger adult woman successfully transfers from her wheelchair to her couch, accompanied by a well-timed shift in the music to a louder, more energetic mood through the addition of a drum track.

- - - - - - - - - - - -

- Graham, M. E. (2022). Ambient ageism: Exploring ageism in acoustic representations of older adults in AgeTech advertisements. Frontiers Sociol, link
- photograph (Foothill Acres Nursing Homes, Neshanic, New Jersey) via