An Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisements

Persistent Link:
http://hdl.handle.net/10150/156893
Title:
An Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisements
Author:
Itkin, Alexa King
Issue Date:
Dec-2010
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
The following research examines how aging is portrayed in advertising targeting different age groups of women, by analyzing the specific language in beauty product advertisements. These advertisements were selected from three different magazines, each targeted toward a specific age group of women (median ages readership for each magazine: 30.3, 46, and 55 years old) The language in the beauty product advertisements was analyzed by looking at five unique factors. The five elements that determine how strongly the advertisement portrays aging are: implicitness, explicitness, implication of correcting/erasing, and the use of scientific explanation. The analysis of the magazine advertisements also includes an overall prominence of age-related language score, a score determining the level of creative marketing used in the advertisement, and a score determining whether an age-related image was present in the advertisement. The focus of this study is to identify how beauty product advertisements convey aging in a negative way, particularly to adult women. This research looks at how mass media portrays aging negatively, the effects of these portrayals, and society's negative attitudes toward aging and older adults.
Type:
text; Electronic Thesis
Degree Name:
B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Communication
Degree Grantor:
University of Arizona

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleAn Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisementsen_US
dc.creatorItkin, Alexa Kingen_US
dc.contributor.authorItkin, Alexa Kingen_US
dc.date.issued2010-12-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThe following research examines how aging is portrayed in advertising targeting different age groups of women, by analyzing the specific language in beauty product advertisements. These advertisements were selected from three different magazines, each targeted toward a specific age group of women (median ages readership for each magazine: 30.3, 46, and 55 years old) The language in the beauty product advertisements was analyzed by looking at five unique factors. The five elements that determine how strongly the advertisement portrays aging are: implicitness, explicitness, implication of correcting/erasing, and the use of scientific explanation. The analysis of the magazine advertisements also includes an overall prominence of age-related language score, a score determining the level of creative marketing used in the advertisement, and a score determining whether an age-related image was present in the advertisement. The focus of this study is to identify how beauty product advertisements convey aging in a negative way, particularly to adult women. This research looks at how mass media portrays aging negatively, the effects of these portrayals, and society's negative attitudes toward aging and older adults.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.A.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineCommunicationen_US
thesis.degree.grantorUniversity of Arizonaen_US
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