Chapter 4: Reflecting on Age: Societal Narratives in the World of Anti-Aging Advertising¹

Social perceptions of aging refer to the process of aging as a negative period of life during which a person loses a part of themselves and regresses both socially and culturally (Cruikshank, 2009; Gullette, 2004; Sontag, 1972). This negative perspective is closely intertwined with prevailing social beauty ideals that prioritize a youthful appearance, a narrative reinforced by media representations. This research delves into this intricate interplay, employing a dual analytical approach of semiotic and content analysis to examine the messaging within anti-aging advertisements in Croatian magazines. Examining a sample of 50 advertisements, this study identifies four main thematic categories used to promote products addressing signs of aging. These categories include (1) nature against aging; (2) magical effectiveness of anti-aging products; (3) the role of science and medicine in confirming the effectiveness of anti-aging products; (4) presentation of the aging process as a disease and illness. The findings confirmed that aging and various signs of aging are considered as undesirable and aging is presented as a negative state, rather than a process, which provides insights into what is socially desirable. Through this analysis, the findings underscore the prevailing societal narrative that views both the process of aging and signs of aging as undesirable, shedding light on the contours of social desirability. Situated at the intersection of media, societal perceptions, and aging, this research provides a broader understanding of the dynamics shaping attitudes toward aging. Beyond unraveling the semiotic intricacies of anti-aging advertisements, this study contributes to the ongoing discourse on societal ideals, beauty standards, and identity.