Construction of the image of the elderly in the media: representativeness or stimulus to consumption?

• Main Authors: Débora Pires Teixeira, Rita de Cássia Pereira Farias, Ronan Leandro Zampier
• Format: Article
• Language: English
• Published: Essentia Editora IFFluminense 2018-12-01
• Series: Vértices
• Subjects: Envelhecimento. Moda. Idosos.
• Online Access: http://essentiaeditora.iff.edu.br/index.php/vertices/article/view/11620

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.