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Introduction

Introduction In this learning object you are asked to consider issues which are central to understanding the experience of ageing and older age in contemporary society. Ageism, age discrimination and social exclusion diminish the quality of life which older people may enjoy. They also threaten their mental health.

In spite of their negative effect on the daily lives of older people, however, ageism and age discrimination are often unrecognised, ignored, or even compounded in health and social care settings. And social exclusion has only recently been officially acknowledged as affecting older people as well as children and families.

Paddy Power have created an advertisement featuring older people crossing a zebra crossing with a car in the distance coming towards the crossing. By each of the people on the crossing is a betting price. The strap line reads 'Lets make things more interesting.'. Would this kind of advert be acceptable if the 2 older people were replaced by young children?