Shifts in media images of women appearance and social status from 1960 to 2010: a content analysis of beauty advertisements in two Australian magazines

Brown, Ann and Knight, Tess 2015, Shifts in media images of women appearance and social status from 1960 to 2010: a content analysis of beauty advertisements in two Australian magazines, Journal of aging studies, vol. 35, pp. 74-83, doi: 10.1016/j.jaging.2015.08.003.

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Title Shifts in media images of women appearance and social status from 1960 to 2010: a content analysis of beauty advertisements in two Australian magazines
Author(s) Brown, Ann
Knight, TessORCID iD for Knight, Tess orcid.org/0000-0002-9231-9582
Journal name Journal of aging studies
Volume number 35
Start page 74
End page 83
Total pages 10
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2015-12
ISSN 1879-193X
Keyword(s) Ageing
Appearance
Beauty
Body image
Media influence
Older women
Science & Technology
Life Sciences & Biomedicine
Gerontology
Geriatrics & Gerontology
BODY-IMAGE
GENDER
SELF
AGE
DISSATISFACTION
EXPERIENCES
WEIGHT
BODIES
Summary 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.
Language eng
DOI 10.1016/j.jaging.2015.08.003
Field of Research 1103 Clinical Sciences
170113 Social and Community Psychology
Socio Economic Objective 920401 Behaviour and Health
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30078783

Document type: Journal Article
Collection: School of Psychology
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