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In response to some recent studies which suggest that the elderly are negatively portrayed in the mass media in many Western countries, this paper aims at investigating whether the same happens in Hong Kong. By studying 10 print advertisements collected from Oriental Daily, it is found that the elderly are positively portrayed in the print advertisements in general. Thus, it can be concluded that positive stereotypes and ideologies of older people are reinforced. These positive stereotypes and ideologies are attributed to Chinese Confucian culture.
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