Tabuizowanie starości w reklamach kosmetyków

Abstrakt

The paper titled Tabooing the old age in advertisement concerns the global tendency for rejecting the natural phenomenon mainly the process of getting old in the marketing non-existence. With the help of cosmetics and medical preparations advertised intensively as well as both cosmetic and plastic surgery services, the process of getting old became a taboo. The stereotype of old age is changing, which is proved by a trial to reconstruct the linguistic picture of getting old recorded in the contemporary advertisements. A consumer being under the strong pressure of advertisements satisfies her/his needs, which are formed by the cosmetic and pharmacological industry as well as aesthetic medicine. Does s/he want to deceive the nature? Does s/he want to feel better despite the fact of getting old? The optimistic message of the sensible succumb to advertisements seems to be: a contemporary man taking care of himself, increases the quality of his life.