Aging & Social Change: Ninth Interdisciplinary Conference

Abstract

The purpose of this research is to examine the anti-aging product advertisements reception by elderly women. Since the UN agreed cutoff is 60+ years to refer to the older person, the sample of this study is consisted of ‘elder’ women’s aged more than 60 years. Semi-structured interviews are conducted with 12 females, whose age ranged between 60-85. Theoretical saturation was used as the criteria for determining the sample size. The interview form included demographic information and questions about self and body image, the usage of anti-aging products, their thoughts on being elderly, the attitudes towards advertisements and how these advertisements motivate them to buy or try a product. Anti-aging product advertisements are shown to the participants and their attitudes towards to these advertisements are evaluated. The findings of the study showed that, elderly people between the age 60-75 found these advertisements attractive, and they would like to use or at least try these products. However, after 75, the participants generally mentioned that body health is more important than looking youthful.