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- O indesejado superpoder da invisibilidade: a publicidade através do olhar dos senioresPublication . Coelho Antunes, Ana Cristina; Lopes Miranda, Sandra MarisaHow do Portuguese older adults perceive advertising and the representations of aging it conveys? And how can advertising be more effective and age-inclusive, considering this demographic? To explore these questions, 25 individual in-depth interviews were conducted with Portuguese consumers aged 65 and above, using a qualitative approach to understand their expe-riences and perspectives. A particular focus was placed on uncovering the meanings of advertis-ing for this audience and on what changes they believe are needed to make advertising more ef-fective and engaging, while offering more authentic and respectful representation of later age. The findings indicate a generally negative perception of advertising among these older adults, many of whom actively avoid it. Senior-targeted advertising is frequently associated with deceptive practic-es and can, sometimes, lead these consumers to feel overlooked or invisible to brands. Moreover, most participants agree on a biased, negative, and stereotypical misrepresentation of older adults in advertising to which they don’t identify. Drawing on these findings and the existing literature, a set of actionable recommendations is provided to guide advertisers in creating more inclusive, diverse, meaningful, and effective campaigns that better resonate with older consumers.