“For Skin That's Us, Authentically Us”: Celebrity, Empowerment, and the Allure of Antiaging Advertisements
2013; Taylor & Francis; Volume: 36; Issue: 2 Linguagem: Inglês
10.1080/07491409.2013.794753
ISSN2152-999X
AutoresMargaret R. LaWare, Chrisy Moutsatsos,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoThis article examines current nuances of the "beauty myth" by analyzing a series of advertisements for antiaging products aimed at women in their 40s and 50s. These advertisements feature popular aging celebrities, Andie MacDowell and Diane Keaton, who assume a supposedly "authentic" voice within the advertisements. We argue that this "code of authenticity" operates within the visual and textual constraints of beauty advertising which undermine the potentially liberating message of authenticity, which, according to Taylor (1991 Taylor , C. ( 1991 ). The ethics of authenticity . Cambridge , MA : Harvard University Press . [Google Scholar]), can be understood as discovering and defining one's true self. While advertisers have shifted ground by hiring aging celebrities, celebrities over 40, the advertisers also appropriate messages of power feminism or what Foss and Foss (2009 Foss , S. K. , & Foss , K. A. ( 2009 ). Our journey to repowered feminism: Expanding the feminist toolbox . Women's Studies in Communication , 32 ( 1 ), 36 – 62 .[Taylor & Francis Online] , [Google Scholar]) refer to as "repowered feminism," and through "strategic juxtaposition," continue to reinforce enduring codes of beauty such as the necessity of appearing youthful, thin, able-bodied, White, and middle class.
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