Ila Ferdiana, 120912195 (2012) BEAUTIFUL AGING: A STUDY OF PERCEPTIONS AND CONDUCTS OF AGING WOMEN TOWARD ANTI AGING PRODUCTS ON TV ADVERTISEMENTS. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Since long time ago, there has been a myth that beauty is synonymous with youth appearance. Nowadays, there is a change towards the concept of beauty, which subjects to not only young people but also older people. Due to the immense influence and role of the media, particularly TV advertisements, the ‘natural’ is inseparable with the cultural. The anti-aging products in TV advertisements have recently offered the concept of beautiful aging women. The aim of this study is to find out how the ads inform their target audience and how the perceptions help shape their conducts regarding beautiful aging in daily life. This research uses qualitative method and employs semi-structured interviews to collect the data. Purposive sampling is used in this research. All data obtained from 22 respondents consists of 11 working women and 11 non working women in East Surabaya. This study uses Foucault’s discourse which leads to the disciplinary practices as the main theories. The result is that most of middle-aged women interviewed agree with the concept of beautiful aging women offered by anti-aging products in TV advertisements, which leads the women to perform disciplinary practices by using the products. The most interesting point is that the majority of the interviewees perceive using anti-aging products as unnatural, but they still use it to gain recognition from the society.

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