Envejecimiento, ciencia y publicidad de cosméticos. La eternidad en una gota de crema / Aging, science and cosmetics advertising. Eternity in a drop of cream
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En esta investigación nos ocupamos del discurso sobre la vejez que se promociona en los productos cosméticos antienvejecimiento. Utilizando la metodología propia de la Ground Theory y software específico para el análisis de contenido, analizamos el discurso publicitario de los productos de mayor consumo en este sector del mercado de la belleza. Como resultado de nuestro trabajo identificamos la estructura del discurso publicitario y podemos concluir que la promoción del no-envejecimiento hace uso intensivo de metáforas asociadas a la Ciencia y la Naturaleza para su conformación en ideología contemporánea.
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Artículos en papel y electrónicos:
McCann, “Truth about beauty”, disponible en
http.//mccann.com/wpcontent/uploads/2012/06/McCannTruthAboutBeauty.pdf