Increasing Use of Ageist Language in Skin-Care Product Advertising:

Abstract

This study examined frequencies in the use of ageist language in skin-care product advertisements in Vogue magazine from 1969 through 1988 to determine any trends. Findings indicate that there has been a statistically significant nonlinear increase in the frequency of use of ageist language in skin-care product advertising in Vogue magazine over the 20-year study period. That is, data show a decline throughout the 1970's with a marked rise in the 1980's. Possible influencing factors may reflect changes in Vogue's readership related to cohort age range, increased educational and personal income levels, and work force participation, inflation rates, and fear of aging.