Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
| Autor: | Débora Pires Teixeira, Rita de Cássia Pereira Farias, Ronan Leandro Zampier |
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| Jazyk: | English<br />Spanish; Castilian<br />Portuguese |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Vértices, Vol 20, Iss 3, Pp 385-397 (2018) |
| Druh dokumentu: | article |
| ISSN: | 1415-2843 1809-2667 |
| DOI: | 10.19180/1809-2667.v20n32018p385-397 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
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