Research

The Denial of Aging in American Advertising: Empowering or Disempowering?

This article examines marketing literature on portrayals of older adults in American television and magazine advertisements and—taking into account audience-specific portrayals—identifies two distinct forms of aging denial: the explicit aging denial present in anti-aging advertisements primarily targeted to a middle-aged and younger market, and the more subtle aging denial present in the images of positive “agelessness” promoted to an older audience. A close reading of Botox advertising campaigns reveals the disempowerment of this first form of aging denial. However, the authors—coming from different disciplines, generations and genders—present contrasting perspectives on the value of the aging denial present in positive “ageless” portrayals and suggest directions for needed future research.

Publication Information
Article Title: The Denial of Aging in American Advertising: Empowering or Disempowering?
Journal: The International Journal of Aging & Society (2013)
2(4), 35-47
Author(s): Gentry, James W;  Lamb, E. G.
Researcher Information
    
Gentry, James W
Gentry, James W
Emeritus
Expertise:
  • Consumer Behavior
  • Cross-Cultural Issues
  • Family Decision Making
  • International Consumerism
  • International - Asia
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
jgentry@unl.edu