As a culture, when we all agree to make changes that feel right, good and true, there is something that will tell us and then continue to act in the same way that we used to be.
Please see the temptation in September.
On the cover, 72-year-
Old actor Helen Mirren has a tattoo on her arm.
Something a man hangs around her neck as if it were a sexy new accessory.
Allure called her "the hero we need" because the magazine recruited the beauty industry in its new pet business :"aging.
Internally, editor Michelle Lee is determined to stop using the "-
On her page, she chose the "celebration of growing into her own skin --
Wrinkles and everything
"It's not that she's going to stop promoting products that promise to make women look younger: As she said," No one is suggesting giving up vitamin.
"What Li wants to change is, at least in the first place, to sell the" packaging and marketing "of vitamin ".
She tried to accept the euphemism: "change the way we look at aging," she wrote, "starting with changing the way we talk about aging.
"Elsewhere in this issue, a new L'Oreal Paris moisturizer ad --
Part of the perfect series
Promises to "stimulate cell turnover from the inside" through the pseudo-scientific process, using ingredients such as "Royal Peony" and "LHA" to "restore your rose color ".
Helen Mullen also starred in the advertisement.
Of course, the only real way to solve aging is death, but the core model we deal with this inevitability is to delay and deny it.
Susan Santana wrote in 1972 article, the double standard of aging: "In an era where people actually live longer and longer, it's now equivalent to the latter two --
Everyone in their thirties is shrouded in deep fear of relentless loss.
"Age is to be erased in this culture --
Considered irrelevant, disappearing from magazine covers and pop movies, hiding in facilities, managing and taking care.
For women, this also means changing from mouth-watering items to disposable items.
We fought for our disappearance.
Corporate interest groups have found that they can make a profit through a sales response mechanism.
The beauty industry has taken all these psychological dramas to the fullest, constantly pressing the right psychological button and entering our medicine cabinet.
It's not just the Reiki itself: pictures, celebrity spokesmen, brand terms, and sales copywriting all work towards the same goal.
They have to put paper on big, tricky things.
Our discomfort for our own death
The ingrained habit is that the appeal of women is largely valued, and we are increasingly convinced that both age discrimination and gender roles should be in the past --
A pleasant commitment, a little cream will help.
Every woman is always old.
About a century after the beauty industry peddled products trying to solve the problem, the goods themselves did not necessarily develop: A 1908 issue of "beauty of women" magazine promotes a multi-product home care program that combines a lotion, cream and electric vibrator massage to fight facial wrinkles that sound like today
However, brands are constantly evolving and changing in the process of language renewal to take advantage of a generation of mood swings about how women should be.
"Changing the way we talk about aging" is not a challenge for the beauty industry;
This is an invitation to sell old products to new consumers.
In the early days, the need for facial treatment was usually in the desire of men.
At the age of 1930 and 40, Palmolive published a series of blunt humiliation advertisements in magazines such as Good Housekeeping and farmer's wife.
Soap company invented the problem in the middle of "Soap"
It claims that the situation could torture 22-year-old women and then blame it on a variety of romantic disappointment, from "girls who have free dating books" to "wives who have lost love. ” (
An advertisement showed an illustration of Cupid, who sat with his head in his hands and cried, "I gave up! ”)
The judgmental gaze of other women also played a role.
A 1926 ad.
"Poor Louise-
See how old she is! ” Female self-
Public recognition of disgust.
An advertisement asked, "Is this the biggest crisis in women's emotional life?
Meaning: "The relentless message suddenly sent out from the depths of the crystal in the mirror. . .
"You're just fading a little bit.
These campaigns portray women as desperate, helplessly waiting for a product to save them from the humiliation of their age.
In the past few decades, however, we have fallen into a very different way of thinking --
The reverse of the heydayaging.
Advertising has changed from a warning story to an inspiration story. brave women successfully race against time and control their appearance.
Social humiliation is sublimated into aggressive personal narratives.
The militarized language became fashionable: advertising began to guide women to "cope", "fight" and "fight" aging, and to "intervene" in their skin ".
The age of Lulu's refusal to make-up tells consumers that she is getting older: "Don't deny that. Defy it.
"In this model, age is a war against women and will never win --
Only "slow down" or stop "moving forward" like the occupying forces ".
For a long time, the Food and Drug Administration has issued regular warnings about the clinic
Anti-vocal language
Aging products, while avoiding the requirements of actual evidence and testing, habitually exert the aura of science.
If old advertising is committed to building a social stigma, then this emphasis on science brings the standard of beauty into the objective field and presents the desired look --
The existence of ideals
It is decided by science, not by culture.
The ads show that women who buy these products are not ashamed: they are smart.
All of this coincides with the entire cultural celebration of the "aging well", in which not showing signs of aging on the face is seen as a professional achievement or even a virtue.
We have raised some of the celebrity ambassadors who are "good" aging.
Darren, Sandra Block, Hallie Berry.
Turn them into not only the good-looking incarnation of greed, but also the fierce, bold heroine who got rid of the nearimpossible. Television-
The series of rerepairs and family reunions is an opportunity to assess how people's faces stand the test of time and congratulate those who look the most similar to the past.
All of this has a dark "Photo of Dorian Gray" undercurrent: every sign of wear on your face can be seen as evidence of your failure as a person.
As the business that fights aging consumes culture, it creates a second aversion --
It's not just signs of aging, it's signs that we're trying to stop signs of aging.
That's why the unnatural signs of the face
Toju and Botox are so disturbing: Not only do they remind us that we are all getting older, but they remind us that we are desperately trying not to get older, and most of the time fail
Marketers are adjusting accordingly. Allure’s anti-anti-
The aging movement is only part of a larger wave of culture, which goes beyond the confrontation model and moves towards a moderated personal acceptance language. In 2007, Dove —
Leading the way in "enabling" marketing trends --
Launched a Pro-
Sports featuring models in their 50 s and 60 s. (
In "Pro-
"Age" is a great thing: It sounds like it's embracing the years ahead, and it also suggests that you don't want to grow old like some amateurs. )
Today, the beauty industry is preparing to completely surpass wrinkles: the new scheme is obsessed with coding products into all products --natural, eco-
Friendly and healthy
Elements of promoting "self"care.
This year, when Kiehl launched a new product called "Pure Vitality Skin refresh cream", a representative told the Los Angeles Times that "we don't talk about lines and wrinkles ";
Instead, they are talking about "healthy" and "radiant" skin.
They also replaced scientific terms, but used global background stories to promote "natural" ingredients such as manuka honey from New Zealand and red ginseng from South Korea.
As in the past, beauty expectations for women have not been modified as if they were re-branded, words like "update", "vitality" and "radiant" as cutting
The marginal euphemism of "youth.
The suggestion hidden below is disturbing.
You may think that the stigma of the elderly is social, the construction of our culture, and the value of our cultural choices.
The ad shows another situation: it seems that it is natural for them to say that youth.
Naturally, it's easy, of course.
New health
It sounds important to get older early.
Don't make a fuss about getting older or not wanting to get older.
We are not willing to face the undignified price that we will pay in our fight against aging and death, whether it is the pursuit of young "women" or the pursuit of the rich who extend their lives, have their own terrible personality
Scientific fashion: intermittent fasting, blood transfusion in adolescents, Humangrowth-
Hormone injection, freezing
We nodded and agreed that we should embrace our wrinkles while quietly understanding that each of us does not want to be the one who really looks old.