The eyes have it. Advertising in 'Modern Maturity': Does it incorporate physiological changes in vision as we age

The history of advertising takes us from the time it began (before Christ was born) to its phenomenal growth with the introduction of movable type and technology to its introduction into the world of printing and magazines. Some of the "rules" of advertising changed as it was used more liberally in newspapers and magazines and was adapted to its readership.;This thesis reviewed the history of advertising and magazines and then examined the relationship between advertisements in Modern Maturity magazine and the physiological fact that vision decreases as we age. This means we cannot see things as easily as we could when we were younger. It is, therefore, critical that advertising material be presented to us in a form that recognizes this occurrence if it is to be successful.;Realizing that the demographic target for Modern Maturity magazine is people 50 and over, this thesis examined its advertisements in four separate issues at five-year intervals beginning in 1980 to see if they adhered to various gerontological precepts relative to vision in the elderly. First, however, it reviewed what older people look for in an advertisement and how they have been presented in advertisements to date.