Aging, science and cosmetics advertising. Eternity in a drop of cream
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Abstract
In this piece of research we deal with discourse about aging that is promoted in anti-aging cosmetics. Using the methodology of the Ground Theory and specific software for content analysis, we analyzed the advertising discourse of the largest consumer products in this market of beauty. As a result of our work, we identified the structure of the advertising discourse and we can conclude that the promotion of non-aging makes heavy use of metaphors related to Science and Nature as contemporary ideology.
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Artículos en papel y electrónicos:
McCann, “Truth about beauty”, disponible en
http.//mccann.com/wpcontent/uploads/2012/06/McCannTruthAboutBeauty.pdf