Selling the ‘Elixir of Life’: Images of the elderly in an Olivio advertising campaign

Williams, Angie; Ylänne, Virpi; Wadleigh, Paul Mark

doi:10.1016/j.jaging.2006.09.001

Cited by 50 publications

(36 citation statements)

References 23 publications

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“…By definition therefore, Zoomers defy the aging process. However, they do so largely via consumption of various products that tout the anti-aging promises of being ageless and recreating youth [32,33]. For example, Zoomer magazine regularly includes advertisements such as Aveno's "Positively Ageless" night cream that features a young and beautiful model [34].…”

Section: Positive Imagesmentioning

confidence: 99%

From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society

Low

Dupuis-Blanchard

2013

Societies

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This paper is based on an analysis of representations of seniors in the media. In particular, we examine images of the bodies of seniors in the advertising campaigns promoting a product called Geezerade sold in Circle K convenience stores in the Atlantic provinces of Canada in the summer of 2011. We contrast these with images of seniors in the Canadian magazine Zoomer, formally CARP magazine, a magazine published by the Canadian Association of Retired People, a seniors advocacy organization. Following Goffman's arguments in his seminal presidential address to the American Sociological Association, "the Interaction Order", we take the position in this analysis that the body does not determine social practices but none-the-less the body is the sign vesicle that enables interaction. Concomitant however, while the images of bodies we see in the media do not determine the signs given and given off via bodily presentation, they none-the-less provide us with the categories by which we interpret those signs. We conclude that the images in the Geezerade campaign and Zoomer magazine represent a binary model of images of seniors that reflects ageist and classist assumptions about the bodies of seniors. Such a model limits the categories through which we understand the aging body and fails to account for the diversity of seniors' bodies in society.

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Section: Positive Imagesmentioning

confidence: 99%

From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society

Low

Dupuis-Blanchard

2013

Societies

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“…This solely negative portrayal and the under-representation of older people seem to be changing. Predominantly negative images have over the last decades been modified in different types of media by a tendency that Vincent (2003), among others, calls ''the liberation of old age'' and replaced by more positive images (Miller et al 1999(Miller et al , 2004Roy & Harwood 1997;Williams et al 2007Williams et al , 2010Zhang et al 2006). Older people are now more likely to be represented as actors and in roles which break the former stereotypes of older people.…”

Section: Introductionmentioning

confidence: 99%

“…Magazines for active and healthy older people have emerged. Those magazines foster a positive self-image and a healthier and more positive lifestyle for older people (Lumme-Sandt 2010; Williams et al 2007).…”

Section: Introductionmentioning

confidence: 99%

Lonely older people as a problem in society – construction in Finnish media

Uotila¹,

Lumme-Sandt²,

Saarenheimo³

2011

IJAL

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Loneliness is a prevalent stereotype of old age but there is a lack of studies of how it is represented in mass media. This study examines how the loneliness of older people is portrayed in mass media. The research material consists of 154 texts from the leading 50' magazines and daily newspapers in Finland. In the texts, loneliness was rarely seen solely as a lack of companionship and many negative attributes were connected to it. Among other things, loneliness was connected to the low status of older people in society, inhumane practices in elderly care, lack of meaning in life and neglect by relatives. Loneliness was also viewed as an inevitable part of ageing. However, many suggestions were made to alleviate loneliness. The extent of these suggestions varied from broad and collective actions to simple and perfunctory solutions.

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“…see Miller et al 2004). Health products are important here as older people (typically indexing longevity) are used to sell the health benefits of certain foods such as olive oil-based margarine (Williams et al 2007). Another dimension that has been explored in content analytical studies is the environment or setting of the advert and older people are frequently depicted as being at home.…”

Section: Portrayals Of Older People In the Mediamentioning

confidence: 99%

“…It has been shown (Williams et al 2007) that many ads for common everyday foodstuffs in mainstream magazines also draw on associations between increasing age and health concerns. In a content analytical classification scheme these associations are in danger of being lost if the analysis records the data in terms of ''product'' (such as food and drink) and thus leaves the health association unrecorded.…”

Section: Portrayals Of Older People In the Mediamentioning

confidence: 99%

Ageing well? Older people’s health and well-being as portrayed in UK magazine advertisements

Ylänne¹,

Williams²,

Vadleigh³

2010

IJAL

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The media, including advertising, is an important source of information about health and ageing. Furthermore, advertising makes certain discourses, vocabularies and imagery available as resources for age and health identity formation for older adults. The aim of this study was to investigate qualitatively the prominent themes relating to health and ageing that emerged from a sub-corpus of 140 British magazine advertisements depicting older adults. We focus on how these depictions construct health identity in older age through their underlying discourses. The six main themes included solutions to health problems; maintenance or regaining of independence and quality of life; managing risks; staying younger, healthy and active; taking pride in appearance; and discourses of responsibility and choice. The most prominent underlying discourse was the possibility, necessity and desirability to take positive action to maintain health and well-being in older age. We relate these findings to current societal discourses of active ageing and anti-ageing.

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Selling the ‘Elixir of Life’: Images of the elderly in an Olivio advertising campaign

Cited by 50 publications

References 23 publications

From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society

From Zoomers to Geezerade: Representations of the Aging Body in Ageist and Consumerist Society

Lonely older people as a problem in society – construction in Finnish media

Ageing well? Older people’s health and well-being as portrayed in UK magazine advertisements

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