# data[].attributes.body
Even though men are now being subjected to advertising from anti-ageing products., it's still very  different for women - starting anti-ageing skincare is promoted even from 15 years old!

# data[].attributes.headline
IT'S NOT ONLY WOMEN PORTRAYED NEGATIVELY IN THE MEDIA

# data[].attributes.subject
IT'S NOT ONLY WOMEN PORTRAYED NEGATIVELY IN THE MEDIA

# data[].attributes.body
THERE ARE AGEING STEREOTYPES THAT OFFEND BOTH MEN AND WOMEN

# data[].attributes.headline
      IS "ACCEPTANCE" OF AGEING WOMEN JUST ABOUT MONEY?

# data[].attributes.subject
      IS "ACCEPTANCE" OF AGEING WOMEN JUST ABOUT MONEY?

# data[].attributes.body
“Photographer and author, Ari Seth Cohen, is the creator of Advanced Style, a project devoted “to capturing the sartorial savvy of the senior set.” He says, “I feature people who live full creative lives. They live life to the fullest, age gracefully and continue to grow and challenge themselves.”  He uses both male and female images.

# data[].attributes.headline
DOVE CAMPAIGN TARGETS OLDER WOMEN. Simon Pitman, 2007

# data[].attributes.subject
DOVE CAMPAIGN TARGETS OLDER WOMEN. Simon Pitman, 2007

# data[].attributes.body
"First of all, Unileve's Dove brand was used to target everyday women of all shapes, sizes and ages.  Now the company is fine-tuning it's marketing campaign to tap into the 50-plus age group.  The move falls in line with the much heralded potential consumer power of the greying baby boomer generation - a group that, particularly in the US, has never had so much spending power.  Unilever says that its' latest Dove marketing campaign will tap into the older female consumers' perception that older women are largely ignored by the media.  But, despite this perception, all of the leading cosmetic companies are targeting old consumers with cosmetics, oral care, skin care, anti-ageing and hair care products specifically aimed at the older consumer.  And now, Unilever is getting in on the act.  Industry experts have countered that women in the 50-plus age category are prime targets for the fast-growing skin care anti-aging models. As well as increased spending power, this generation of older consumers want to maintain healthy and active lifestyles, a choice that extends to maintaining youthful appearances.  In response to this, skin care and make-up lines are now frequently being market towards older women ..."   https://www.cosmeticsdesign.com

# data[].attributes.body
"Cher shows that ageing beauty will always be more classy than all that booty."

# data[].attributes.headline
IT S NOT ONLY WOMEN BEING TARGETED FOR PROFITS.  

# data[].attributes.subject
IT S NOT ONLY WOMEN BEING TARGETED FOR PROFITS.  

# data[].attributes.body
Men are becoming greater consumers of anti-ageing products and represent huge profits for skin care companies.  Are men really concerned about their wrinkles or starting to feel pressure from the media?

# data[].attributes.body
"MEN'S GROOMING IS NOW A MULTI-BILLION POUND WORLDWIDE INDUSTRY"

"Here's a confession: I've never been in a salon, or a spa. I've never had anything professionally pluck or shaved – bar a few zeros off my bank balance thanks to Miuccia Prada twice a year.  Increasingly, that puts me in the minority. Because the male grooming business is booming". Mrporter.com, the high-end menswear retailer, reported a 300 per cent growth in men's beauty and grooming products in 2015, a category it only added to the site two years ago. But 2013 was a bellwether, the first year men spent more money on male-specific toiletries than on shaving products. The market is still growing. The top 10 boom markets for men's toiletries since 2010 include Brazil, South Korea, the US, Germany, India and, yes, the UK. In China, another of that top 10, year-on-year growth has exceeded 20 per cent over the same period.

"I wonder if there's still some kind of social stigma to a man paying too much attention to his looks – is there still the notion that a "real" man wouldn't wear moisturiser?" Interestingly, it's borne out by certain statistics – such as the fact that men are more likely than women to search for and buy toiletries online. According to Mintel, online sales of men's toiletries increased 3.4 per cent to £30m in 2013, taking a five per cent share of retail sales. Hence the fact that mrporter.com is making a quiet killing. "We saw the huge success with beauty on the Net-a-porter side, knew the men's grooming category was growing overall, so recognised that it was a category with a lot of growth potential," says David Olsen, the vice-president of beauty for both websites.  ALEXANDER FURY@AlexanderFury

# data[].attributes.headline
WE'RE TIRED OF THESE STEREOTYPES OF OLDER PEOPLE IN THE MEDIA, 2017

# data[].attributes.subject
WE'RE TIRED OF THESE STEREOTYPES OF OLDER PEOPLE IN THE MEDIA, 2017

# data[].attributes.body
WHAT'S YOUR NAME AGAIN?
While there are numerous conditions that can lead to memory loss in later life (Alzheimer's, dementia, trauma, and more) it is, more often than not, played for laughs.  The older character will often forget the names of their loved ones, or, like Abe Simpson above, do something ridiculous like confuse an iron with a phone.  Not only are the serious conditions not taking seriously, they're also often grossly exaggerated and can sometimes be demeaning. In a review in the British Medical Journal, neuropsychologist Sallie Baxendale said that "cinematic depictions of amnesia are consistently inaccurate and usually bear no relation whatsoever to any authentic neurological or psychiatric condition".  Critics of the "forgetful old person" trope feel it occurs too often in popular media, especially considering memory loss problems affect around 40 per cent of people over 65 and for only 15 per cent does this develop into dementia.

GRUMPY OLD MAN
This character spends an inordinate amount of time complaining about how the world is going to pot and how today's youth show no respect and how everything was so much better when they were young.  This character is a killjoy, depressing, boring, and paints the older generation in a negative light.

DID I EVER TELL YOU ABOUT THE TIME I .......ZZZZZZ
Chances are, when an older character appears on your TV screen, they're snoring - or mid conversation and about to fall asleep.  This phenomenon of older people falling asleep halfway through a conversation or when something important is about to happen could be linked to narcolepsy, but most of the time, it's just played for laughs.  Like with the 'Grumpy Old Man' trope, having older characters fall asleep all the time helps to reinforce negative stereotypes and besides, research shows that the over 50s are more fitter and active than ever, so it's really not even that accurate.
Research has founds that negative stereotypes, such as portraying them as bitter and cantankerous, can have an adverse effect on older people.  Earlier this year, a study in the American Psychological Association’s journal found that older adults are negatively affected in situations that remind them of, and reinforce, negative age stereotypes.

# data[].attributes.body
"We recommend a specific anti-ageing focus for each age range":

"Ages 15 to 25: preventative

Ages 25 to 35: preventative + defensive

Ages 35 to 45: preventative + defensive + introduction of rebuilding skincare

Ages 45+: preventative + defensive + rebuilding"

# data[].attributes.body
The examples shown in this padlet represent a glimpse of how masculine and feminine ageing is portrayed in the media.  Although there are negative stereotypes of ageing women in cinema and television, there are also many negative stereotypes of ageing men.  In general, the portrayal of ageing in society is not a positive one for men or women, aside from the perception that "silver foxes" with greying hair are very attractive to women.  Anti-ageing products, initially only belonging in the feminine world, have spread into the masculine world.  Advertising has had a huge role to play in this development.  It appears that feminine ageing is being promoted more in society, but skin-care companies have also discovered the vulnerabilities of older women who may feel "invisible" in society and are praying on this to make bigger profits.   It will be interesting to see how things continue to change in the future - maybe men will become the new women in the media?
Reference:
Niall, R., and Locks, A. (2014). Body Studies: The Basics. Routledge, London.

# data[].attributes.body
This men's anti-ageing regimen blog advises men not to worry about using products until the signs of ageing appear......

# data[].attributes.headline
AT WHAT AGE SHOULD YOU START WITH AN ANTI-AGING REGIME?

# data[].attributes.subject
AT WHAT AGE SHOULD YOU START WITH AN ANTI-AGING REGIME?

# data[].attributes.body
The best answer to that question is probably on your 30’s. If you are younger than 30 protect your skin with adequate sunscreen, a great diet and no smoking. You may be advised to use either over-the-counter or prescription retinol to help regulate skin function or antioxidant moisturiser which contain vitamin C, vitamin E, alpha lipoic acid or niacinamide..  But you won’t need a thorough anti-aging beauty regime till the signs of aging appear, which, for most people, is in their early 30’s. Till then your skin does a pretty good job of protecting itself on its own so its best not to meddle with that. But if you are older than 30 taking care of your skin becomes more and more important the more you age.https://manlinesskit.co

# data[].attributes.body
An example of the film industry attempting to "prettify" old age.  The movie received many positive reviews but some people did not appreciate the "ageing beauties", for example, this comment: "Is this that old people boobie movie? No thank you."

# data[].attributes.headline
THERE APPEARS TO BE CHANGE TAKING PLACE FOR AGEING MALE AND FEMALE BODIES IN THE MEDIA - Some good and some bad

# data[].attributes.subject
THERE APPEARS TO BE CHANGE TAKING PLACE FOR AGEING MALE AND FEMALE BODIES IN THE MEDIA - Some good and some bad

# data[].attributes.body
With so many negative images of ageing femininity in contemporary culture, counter discourses of "appropriate" or "successful ageing have been created.  Popular culture is now actively trying to promote images of "successful" ageing in film and television.  Recent British cinema has presented films which have aimed to prettify old age, challenging both the stereotype of the monstrous grotesque and the frail, "dotty dear" (Niall & Locks, 2014).  Images of older women are becoming more apparent in advertising (target, dove) and ageing celebrities are also fighting back.  It may also be argued that many more men are now also victims of the beauty industry - as demonstrated by hundreds of images and adverts for anti-ageing products promoting the need for men to start caring for their skin to avoid ageing and "stay young".

# data[].attributes.body
Advertisements and blogs encourage men to "start looking after themselves", in a very masculine way of course.  They are quick to remove any "feminine" connection to skin-care - but many involve discussion about  making them more attractive to women!

# data[].attributes.headline
          Blogs demonstrating societal perspectives of masculine and feminine ageing

# data[].attributes.subject
          Blogs demonstrating societal perspectives of masculine and feminine ageing

# data[].attributes.body
The opinions in these blogs about ageing are polar opposites - the masculine perspective promotes the "sexiness" of grey hair while the female perspective portrays "invisibleness" and being cast aside.

# data[].attributes.headline
                THE PORTRAYAL OF AGEING MALE AND FEMALE BODIES IN THE MEDIA

# data[].attributes.subject
                THE PORTRAYAL OF AGEING MALE AND FEMALE BODIES IN THE MEDIA

# data[].attributes.body
This padlet examines the portrayal and perception of the ageing body in the media, based on the discussion of body image by Niall and Locks (2014): beauty and age(ing).  There are differences apparent in the portrayal of masculine and feminine ageing in the media, as highlighted below:

Biologically, men do not age any "better" than women, however, culturally, the physical signs of ageing are interpreted differently.  Linguistic discourses for ageing masculinity include "distinguished" or a "silver fox", while ageing femininity is described in negative terms, such as "hag", "old bag", "crone" and "mutton dressed as lamb", when failing an attempt to look younger.

Ageing male bodies are usually coded in terms of their wisdom and authority, where ageing female bodies are subject to the strategy of 'enfreakment' in which they become a source of ridicule.  Two popular stereotypes include "the ageing female grotesque" and "the senile old fool".

Although men are gradually becoming subjected to the tyranny of beauty, difference in the identification of ageing is apparent. Female models will have their wrinkles airbrushed while male models often have their wrinkles remain - the lines on the male face signify masculine beauty.

# data[].attributes.body
“This is a little known fact but it is true. The age 35 marks many a milestone in a man’s life. He is earning a steady income; he is matured in the ways of life and in the ways of the world; he is confident of himself and carries himself with élan. One very important thing to happen to him at this age is that he finally starts to grey. And man with grey hair has got to be the sexiest of all species.”

It acts as a magnet

“Women are by default attracted to men with grey hair. For a woman, grey hair symbolises age, maturity, stability and dependability; all factors that she looks for in a man. Therefore, if a man has grey hair his chances of attracting women and getting them interested in him increase tenfold.”

It ups your sexy meter

“If you have grey hair, then your sexy meter has reached max level. It is the most widely known fact that men with grey hair are considered sexy, desirable and handsome. Case in point is George Clooney and Brad Pitt.  And it is for this reason that grey hair is absolutely awesome.”

Mature, not old

“The best thing about having grey hair or the ‘salt and pepper’ look as it is usually called, is that it makes you look matured, but not old. Women don’t like old men, the ones who are unfit and have saggy skin. But women totally adore and go gaga over men with grey hair. Women, for the most part, look for maturity in their partner and the moment they spot a man with grey hair, they believe they have found their catch.”

“Grey hair is purely a biological phenomenon. It represents many more qualities in a man that age and makes a woman feel very many things other than plain old attraction. We say grey hair is a win-win for men and women. If you have started greying, then it would be smart to work towards maintaining and retaining this look.”   http://beards-are.cool/bearded-blogging/becoming-a-silver-fox

# data[].attributes.body
"Vintage wine is savored. Vintage cars exclaimed over. Vintage clothes coveted. Yet the vintage woman remains uncelebrated."
"From the moment we are born society sets expectations of us. We are expected to walk and talk by a certain time, predicted to have mastered literacy and numeracy at a certain age. Our worlds are pre-designed for us and we fit into the flow as best we can. Youth is a jumble of growth and learning and the space where dreams and ambition are sparked. Feelings of invincibility abound and we are frequently told that the world is our oyster."

"Nobody tells the carefree 25-year-old female that in another 25 years she’ll be invisible."

"In Western cultures women of a certain age are not revered. They are subjected to the swipe of a metaphorical hand that casts them aside and signifies to them that they have all but expired.  They are not actually seen as insignificant, rather they are simply not seen at all."

Skylar Liberty Rose - HuffPost blog 2015
https://www.huffingtonpost.com