On November 5th, at 6:30 p.m., in room 2P9, the public presentation of the final results of the research project “+LONGE: Consumption and Ageism – Expectations, Cultural Meanings and Stereotypes in Advertising for Senior Consumers” will take place. The project was funded by the 9th edition of the IDI&CA program of the Polytechnic Institute of Lisbon.

Developed within the framework of ESCS-IPL and LIACOM, the project aimed to understand how senior consumers (60+) engage with information and communication technologies and social media, while also analyzing their consumer journey and the advertising representations directed at them.

Based on a transcultural approach – involving Portugal, Spain, and the United States – the research sought to identify stereotypes and expectations associated with ageing and to reflect on the challenges that ageism in communication poses to contemporary advertising.

The event will feature the presentation of the main research findings, followed by comments from Raoul Van Harten and other invited guests, and will conclude with the opening of the exhibition “#This Advertising Is Not for Old People”, inspired by the central themes of the project.

LIACOM invites the academic community and all interested participants to join this moment of scientific sharing and critical reflection on the role of advertising in shaping representations of ageing.

The project team includes LIACOM researchers Sandra Miranda (project coordinator), Ana Cristina Antunes, Jorge Veríssimo, Maria do Rosário Correia and Alexandra Miguel, as well as international collaborators Sydney Chinchana (Akron University, USA) and Macarena Cuellar (University of Extremadura, Spain).