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

Detalhes bibliográficos
Autor(a) principal: Teixeira, Débora Pires
Data de Publicação: 2018
Outros Autores: Farias, Rita de Cássia Pereira, Zampier, Ronan Leandro
Tipo de documento: Artigo
Idioma: por
Título da fonte: Vértices (Campos dos Goitacazes. Online)
Texto Completo: https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620
Resumo: 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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spelling Construction of the image of the elderly in the media: representativeness or stimulus to consumption?Construcción de la imagen de las personas mayores en los medios: ¿representatividad o estímulo al consumo?Construção da imagem do velho na mídia: representatividade ou estímulo ao consumo?Old ageFashionElderlyVejezModaPersonas mayoresEnvelhecimentoModaIdososIn 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.En este artículo analizamos el uso y la construcción de la imagen del cuerpo de los mayores en la publicidad de moda en un contexto de motivaciones ambiguas: la representación y el estímulo al consumo. Para ello, el trabajo presenta una reflexión teórica asociada a discusiones de ejemplos empíricos a partir de imágenes de desfiles de moda de dos marcas nacionales. Los resultados revelan una diversificación de las imágenes de la vejez en el contexto estudiado: lo subversivo, lo rejuvenecido y lo convencional. Sin embargo, aunque tal práctica puede contribuir a cuestionar la normatividad de los estándares de belleza, basada en la juventud, ella apunta, ante todo, a arrojar luz sobre el posible consumidor de edad y sus diferentes caras.No presente artigo analisamos o uso e a construção da imagem do corpo velho na publicidade de moda em um contexto de motivações ambíguas: a representação e o estímulo ao consumo. Para tanto, o trabalho apresenta uma reflexão teórica aliada a discussões de exemplos empíricos a partir de imagens de desfiles de moda de duas marcas nacionais. Os resultados revelam uma diversificação de imagens da velhice no contexto estudado: o subversivo, o rejuvenescido e o convencional. Embora tal prática possa contribuir no sentido de contestar a normatividade dos padrões de beleza, pautada na juventude; ela visa, prioritariamente, lançar luz sobre o potencial consumidor velho e suas diferentes faces.Instituto Federal de Educação, Ciência e Tecnologia Fluminense2018-12-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://editoraessentia.iff.edu.br/index.php/vertices/article/view/1162010.19180/1809-2667.v20n32018p385-397Revista Vértices; Vol. 20 No. 3 (2018): Sept./Dec.; 385-397Revista Vértices; Vol. 20 Núm. 3 (2018): sept./dic.; 385-397Revista Vértices; v. 20 n. 3 (2018): set./dez.; 385-3971809-26671415-2843reponame:Vértices (Campos dos Goitacazes. Online)instname:Centro Federal de Educação Tecnológica de Campos dos Goytacazesinstacron:IFFluminenseporhttps://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620/10389Teixeira, Débora PiresFarias, Rita de Cássia PereiraZampier, Ronan Leandroinfo:eu-repo/semantics/openAccess2021-02-24T10:06:44Zoai:ojs.editoraessentia.iff.edu.br:article/11620Revistahttps://essentiaeditora.iff.edu.br/index.php/vertices/PUBhttps://essentiaeditora.iff.edu.br/index.php/vertices/oaiessentia@iff.edu.br1809-26671415-2843opendoar:2021-02-24T10:06:44Vértices (Campos dos Goitacazes. Online) - Centro Federal de Educação Tecnológica de Campos dos Goytacazesfalse
dc.title.none.fl_str_mv Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
Construcción de la imagen de las personas mayores en los medios: ¿representatividad o estímulo al consumo?
Construção da imagem do velho na mídia: representatividade ou estímulo ao consumo?
title Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
spellingShingle Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
Teixeira, Débora Pires
Old age
Fashion
Elderly
Vejez
Moda
Personas mayores
Envelhecimento
Moda
Idosos
title_short Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
title_full Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
title_fullStr Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
title_full_unstemmed Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
title_sort Construction of the image of the elderly in the media: representativeness or stimulus to consumption?
author Teixeira, Débora Pires
author_facet Teixeira, Débora Pires
Farias, Rita de Cássia Pereira
Zampier, Ronan Leandro
author_role author
author2 Farias, Rita de Cássia Pereira
Zampier, Ronan Leandro
author2_role author
author
dc.contributor.author.fl_str_mv Teixeira, Débora Pires
Farias, Rita de Cássia Pereira
Zampier, Ronan Leandro
dc.subject.por.fl_str_mv Old age
Fashion
Elderly
Vejez
Moda
Personas mayores
Envelhecimento
Moda
Idosos
topic Old age
Fashion
Elderly
Vejez
Moda
Personas mayores
Envelhecimento
Moda
Idosos
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-07
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620
10.19180/1809-2667.v20n32018p385-397
url https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620
identifier_str_mv 10.19180/1809-2667.v20n32018p385-397
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://editoraessentia.iff.edu.br/index.php/vertices/article/view/11620/10389
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Federal de Educação, Ciência e Tecnologia Fluminense
publisher.none.fl_str_mv Instituto Federal de Educação, Ciência e Tecnologia Fluminense
dc.source.none.fl_str_mv Revista Vértices; Vol. 20 No. 3 (2018): Sept./Dec.; 385-397
Revista Vértices; Vol. 20 Núm. 3 (2018): sept./dic.; 385-397
Revista Vértices; v. 20 n. 3 (2018): set./dez.; 385-397
1809-2667
1415-2843
reponame:Vértices (Campos dos Goitacazes. Online)
instname:Centro Federal de Educação Tecnológica de Campos dos Goytacazes
instacron:IFFluminense
instname_str Centro Federal de Educação Tecnológica de Campos dos Goytacazes
instacron_str IFFluminense
institution IFFluminense
reponame_str Vértices (Campos dos Goitacazes. Online)
collection Vértices (Campos dos Goitacazes. Online)
repository.name.fl_str_mv Vértices (Campos dos Goitacazes. Online) - Centro Federal de Educação Tecnológica de Campos dos Goytacazes
repository.mail.fl_str_mv essentia@iff.edu.br
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