Construção da imagem do velho na mídia: representatividade ou estímulo ao consumo?

Débora Pires Teixeira; Rita de Cássia Pereira Farias; Ronan Leandro Zampier

doi:10.19180/1809-2667.v20n32018p385-397

Construction of the image of the elderly in the media: representativeness or stimulus to consumption?

Authors

Débora Pires Teixeira Universidade Federal Rural do Rio de Janeiro (UFRRJ), Seropédica/RJ
Rita de Cássia Pereira Farias Universidade Federal de Viçosa (UFV), Viçosa/MG
Ronan Leandro Zampier Universidade Federal de Viçosa (UFV), Viçosa/MG

DOI:

https://doi.org/10.19180/1809-2667.v20n32018p385-397

Keywords:

Old age, Fashion, Elderly

Abstract

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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Author Biographies

Débora Pires Teixeira, Universidade Federal Rural do Rio de Janeiro (UFRRJ), Seropédica/RJ

Professora do Departamento de Economia Doméstica e Hotelaria da Universidade Federal Rural do Rio de Janeiro. Doutoranda em Economia Doméstica pela Universidade Federal de Viçosa – Viçosa/MG – Brasil. E-mail: deborapite@gmail.com
Rita de Cássia Pereira Farias, Universidade Federal de Viçosa (UFV), Viçosa/MG

Doutora em Antropologia Social pela Universidade Estadual de Campinas. Professora do Curso de Graduação em Serviço Social e do Programa de Pós-Graduação em Economia Doméstica da Universidade Federal de Viçosa – Viçosa/MG – Brasil. E-mail: farias.rcp@gmail.com.
Ronan Leandro Zampier, Universidade Federal de Viçosa (UFV), Viçosa/MG

Doutorando em Economia Doméstica pela Universidade Federal de Viçosa – Viçosa/MG – Brasil. E-mail: rlzampier@hotmail.com.

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Published

07-12-2018

Issue

Vol. 20 No. 3 (2018): Sept./Dec.

Section

Original articles

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How to Cite

TEIXEIRA, Débora Pires; FARIAS, Rita de Cássia Pereira; ZAMPIER, Ronan Leandro. Construction of the image of the elderly in the media: representativeness or stimulus to consumption?. Revista Vértices, [S. l.], v. 20, n. 3, p. 385–397, 2018. DOI: 10.19180/1809-2667.v20n32018p385-397. Disponível em: https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620.. Acesso em: 22 jul. 2024.