It is increasingly recognised that the elderly represent a very large sector of the population and world demographic trends show that the percentage is constantly rising. According to the World Health Organization, in the year 2.000 the over 65's will make up 6.3% of the world's popula- tion, but in Europe they will account for 14.3% and in Italy, in particular, they will represent 16.4% of the population. But what does being old mean ? What are the main problems that the elderly have to face ? Does old age have common features and implications across borders ? These are the questions that the paper will tackle by showing the results of an international survey carried out on behalf of the Japanese Government in 5 countries, namely, Japan, Thailand, United States, Denmark and Italy. The study, completed at the end of 1986 and carried out with an overall sample of 5.200 individuals aged 60 and above, shows that the profile of the elderly differs consistently within the 5 countries considered. This suggests that the foundation for the Third Age are laid in the First and Second Age. Being old, as a category, is not in itself a unifying element among the elderly living in different countries: it is much more national culture and social pressures that influence the attitudes, the character's traits and the behaviour of old people.
A committee was set up in Italy in 1981 - its members being the association of companies which run outdoor advertising sites, the main association of advertising agencies and the association of advertising users - with the purpose of promoting continuous research initiatives in the field of poster advertising. The outcome has been a survey called ICSA (continuous study on outdoor advertising), which is not a specific survey, but a system of research. The ICSA study has the following objectives: - estimation of poster audience, by calculating coverage and frequency of "passages" past sites in Italian towns end cities - assessment of the effectiveness of posters as an advertising medium. To-date the ICSA study has involved surveys in 5 Italian towns and cities (with different geographical and demographic characteristics) to estimate coverage and frequency of passages past sites, and also surveys on the advertising impact of poster campaigns, conducted in 19 towns and cities of Italy.