Ageing well and successful
ageing have become important themes to describe how older individuals should
keep ageing at bay. Products and services aimed at controlling ageing have
become associated with ageing well.
In this study we aimed to analyse the
representation of older women in advertisements specific to appearance and
ageing. In particular, we sought to explore how ageing for women was presented
in the media over a period 50 years and when advertisements began to use the
term 'anti-ageing'.
A content analysis of 710 advertisements from two prominent
Australian women's magazines, from 1960 to 2010, was conducted. Analyses showed
that advertisements provided a narrow range of images representing women's
physical appearance.
The underlying messages were that ageing is problematic and
that it had become unforgivable to show any signs of ageing. Text contained in
advertisements for beauty products from the two chosen Australian magazines
often gave specific and prescriptive advice to women on ways to avoid losing
their youthful appearance.
It was concluded that media relay powerful messages to
spread and modify cultural beliefs informing individuals of a range of options
that propose liberation from the problem of ageing.
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- 1School of Psychology, Deakin University, Burwood Campus, 23 Colstan Court, Mt. Eliza, Vic, 3930, Australia.
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