Brown Ann, Knight Tess
School of Psychology, Deakin University, Burwood Campus, 23 Colstan Court, Mt. Eliza, Vic, 3930, Australia.
J Aging Stud. 2015 Dec;35:74-83. doi: 10.1016/j.jaging.2015.08.003. Epub 2015 Sep 5.
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.
健康老龄化和成功老龄化已成为描述老年人应如何延缓衰老的重要主题。旨在控制衰老的产品和服务已与健康老龄化联系在一起。在本研究中，我们旨在分析针对外表和衰老的广告中老年女性的形象呈现。特别是，我们试图探究在50年的时间里，媒体如何呈现女性衰老的情况，以及广告何时开始使用“抗衰老”一词。我们对1960年至2010年期间澳大利亚两份著名女性杂志上的710则广告进行了内容分析。分析表明，广告所呈现出的女性外表形象范围狭窄。其潜在信息是，衰老存在问题，而且出现任何衰老迹象都变得不可原谅。所选澳大利亚两份杂志上美容产品广告中的文字内容，常常会就如何避免失去年轻外表向女性给出具体且规范性的建议。研究得出的结论是，媒体传递着强大的信息，以传播和改变文化观念，告知人们一系列旨在摆脱衰老问题的选择。
