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...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2018 |
| País: | Brasil |
| Institución: | Centro Federal de Educação Tecnológica de Campos dos Goytacazes |
| Repositorio: | Vértices (Campos dos Goitacazes. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.editoraessentia.iff.edu.br:article/11620 |
| Acceso en línea: | https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620 |
| Access Level: | acceso abierto |
| Palabra clave: | Old age Fashion Elderly Vejez Moda Personas mayores Envelhecimento Idosos |
| Sumario: | 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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