As part of the series of lectures “New views, perspectives and research on gender theory”, the Study Research Group for Gender Equality and Public Policy of the Institute of Social Sciences in Belgrade, Dr. Maragreta Basharagin, gave a lecture on “Ageism and sexism in advertising discourse: a contribution to the study of TV commercials and anti-age newspaper ads” on March 14, 2023.
The lecturer started from the standpoint that age is a cultural construct of the time we live in and that older people, especially older women, are subject to discrimination based on gender and age. Advertising discourse occupies a special place in discriminatory practices due to its prevalence and accessibility in culture. Sexism and ageism as discriminatory linguistic practices exist in advertising discourse as a product of mass culture where youth, beauty, physical strength, and health are affirmed as dominant values of a successful person. Advertising discourse also encourages the objectification of women and sets beauty standards that are a kind of moving target that is unattainable (cosmetic, pharmaceutical, aesthetic industry).
Bašaragin concluded that in advertising discourse, aging is conceived as a concern for the body, while older people are actually rarely present because they are marginalized in stereotypical roles. Older women are doubly discriminated against – because they are women and because they are older – while compared to male characters, they are portrayed as objects, servants, housewives, ignorant, inexperienced, and silent.
Bašaragin concluded that in advertising discourse, aging is conceived as a concern for the body, while older people are actually rarely present because they are marginalized in stereotypical roles. Older women are doubly discriminated against – because they are women and because they are older – while compared to male characters, they are portrayed as objects, servants, housewives, ignorant, inexperienced, and silent.
Anti-aging newspaper ads support the model of aging as a contrast to youth through the care of the female body that is aging, while aging is presented as an enemy to be fought against. Women who are aging are treated impersonally, with false concern and the illusion of eternal youth through care. The lecturer also gave recommendations for overcoming these problems that relate to the education of people in positions of power, creating advertising discourse that will address older people with respect and promote a positive model of aging. The discussion also answered additional questions related to the image of women in the media in general and other related issues.
