Anti Aging Product Advertisements And Their Reception By Elderly People

By: Elif Esiyok   Eda Turanci  

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.

Aging, Anti-aging, Youthfullness, Advertisement
Social and Cultural Perspectives on Aging
Paper Presentation in a Themed Session

Dr. Elif Esiyok

Assistant Professor, Department of Public Relations and Advertising , Faculty of Business, Atilim University, Turkey

Elif Esiyok received her PhD in Public Relations and Publicity from the Gazi University in 2015. She is currently working in Atilim University, Management Faculty, Public Relations and Advertising Department as an Assistant Professor. Her research areas are; media, advertising, consumer behaviour and public relations.

Eda Turanci

Ph.D. Research Assistant, Faculty of Communication, Ankara Haci Bayram Veli University

Eda Turanci got her bachelor degree from Hacette University Department of Sociology in 2007. In 2007, she obtained her BSc. in Strategic Communication Management. In 2010, she started to her Phd degree in the field of Public Relations in Gazi University. In 2017 she obtained her PH.D. degree. She was working as a Research Assistant in Gazi University, Faculty of Communication, Public Relations and Publicity Department from 2010 to 2018. Since 2018 she is currently working as a PH.D. Research Assistant in Ankara Haci Bayram Veli University (formerly Gazi University).