Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
In this article we analyze the use and construction of the image of the old body in fashion advertising in a context of ambiguous motivations: representation and the stimulus to consumption. For this, the work presents a theoretical reflection associated with discussions of empirical examples from i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Essentia Editora IFFluminense
2018-12-01
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| Series: | Vértices |
| Subjects: | |
| Online Access: | http://essentiaeditora.iff.edu.br/index.php/vertices/article/view/11620 |
| Summary: | In this article we analyze the use and construction of the image of the old body in fashion advertising in a context of ambiguous motivations: representation and the stimulus to consumption. For this, the work presents a theoretical reflection associated with discussions of empirical examples from images of fashion shows of two national brands. Results reveal a diversification of images of old age in the studied context: the subversive, the rejuvenated, and the conventional. However, although such a practice may contribute to contesting the normativity of beauty standards, based on youth, it aims, first and foremost, to shed light on the potential old consumer and its different faces. |
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| ISSN: | 1415-2843 1809-2667 |