Clinical Psychology and Gerontology Aging Studies

Question: Discuss about theClinical Psychology and Gerontology for Aging Studies. Answer: Introduction The advertisement shows the anti-wrinkle products that claim to reduce the wrinkles and fine lines in less than sixty minutes. The target audience is the aged women of 45-65 years from middle-aged to older women who wants to reverse the signs of ageing. The anti-wrinkle products target the women who are extending their twenties and past middle age. These anti-wrinkles products not only promote to reverse the early signs of ageing but also prevent the characteristics of ageing before the ageing process naturally sets in. These advertisements have a psychological impact on the women. It aims to exploit the insecurities in the target audience. It has an effect on the women who feels that they are getting aged and their looks are getting hampered due to the ageing process (Cruikshank, 2013). They feel that the ageing process has already begun and it will continue in a rapid way. Moreover, these anti-wrinkle advertisements feature famous models and actresses and it is also a reason for th e women to get attracted by these anti-wrinkle products. These advertisements use bold words and phrases like age defying, lifting, and plumping that affects the target audience quickly and effectively. The target audience feels that happiness is associated with appearance and beauty is of paramount importance. It has a very bad impact on the women promoting injustice, inequality, contradictions and irrationalities prevailing in the society (Rudman, 2015). It also conveys the message that beauty is associated with the appearance of youth. These anti-wrinkle advertisements have an overall bad impact on the target audience filling them with fear and insecurities in the women. People stereotype elderly people based on age that is featured in these anti-wrinkle advertisements. These advertisements show stereotype that features the aged women through a lens of diminished beauty, value and reflects and reinforces the societys attitude towards getting old (Brooks, Bichard Craig, 2016). It shows a distorted view of ageing in the women and emphasizes the burden of the ageing population. The negative stereotypes that portray the older women who are ignored and dissatisfied with the ageing process are widely used in these advertisements. It portrays the negative stereotypes about ageism in the society and standard anti-ageing messages that are impossible for these products to attain. The negative images portray negative stereotypes more deeply and entrench confirmed beliefs about the ageing process. People believe in the negative effects of the ageing and starts feeling bad about getting old. It also reflects the various stereotypes of how the society treats the older generation. It shows media illiteracy and negative stereotypes about the old aged people. The anti-ageing products reflect the ageism that depicts stereotype and discrimination in the society based on the single trait of old age. The stereotype and devaluing of the elderly people have significant negative impact on the aged population affecting their behavior, self-esteem and psychological well-being (Hearn Wray, 2015). The advertisements show the negative stereotype that the old age women are not beautiful and having youthful skin is the only way to look beautiful and stay happy. It also has positive stereotypes that defying ageing is the way to age successfully, however, negative stereotypes have more impact that these advertisements displays. The anti-ageing advertisements show the cultural stereotypes that depict the fair women with a flawless and cosmopolitan image. The cultural reverence is depicted through the fair skin and it is regarded as the definition of beauty (Brown Knight, 2015). It creates a mindset that glorification of fair, anti-wrinkle skin is the way to become beautiful and promote happiness. It also creates a color bias that perpetuates prejudice and hatred that are deep-seated in the mind of the viewers. For example, some countries have diverse culture; however, the minorities or ethnic groups are under presented in these advertisements. They only feature fair and flawless skin and does not reflect the actual changing demographics of the society. Ageing is a natural process that occurs in men and women both. However, the old aged women are stereotyped in the advertisements reflecting insecurity in them (Ylnne, 2015). The discoloration and removal of fine lines in the skin using simulated imagery used in the advertisements reflect that fair and flawless skin is the only way to look beautiful. The wrinkles and fine lines shown in the advertisements depicts that they are not beautiful and should be avoided by the old aged women to look beautiful. The wrinkles and fine lines happen to appear during ageing and women are not the only one who has them. There are no anti-ageing advertisements that target men. The old women can look beautiful with wrinkles and it is a natural process that cannot be denied using anti-wrinkle products. While neglecting the negative impacts and cultural stereotypes, the anti-ageing advertisement has positive impact on the older population. They are in high demand among the women despite the advertisements. The before and after images that the dermitage product provides give a visual representation of the product's effectiveness (Phau, 2017). It is an effective process that demonstrates the efficacy of the dermitage product. The product can achieve its purpose by promoting positive feelings of pleasure and confidence and focus to boost self-esteem, joy, happiness and social acceptance among the target audience. It could also show the positive effects of the therapy in reducing wrinkles in less than sixty minutes without any side effects that would help to achieve the purpose of the product. The reduction of fine lines and wrinkles within an hour could have a great impact on the target audience. The advertisement could also promote women from the ethnic or diverse culture that would h elp the minorities to use this product and get benefitted (Kaur, Arumugam Yunus, 2013). Moreover, the advertisement could also show the organic and natural ingredients used in the product claiming no harmful effects on the skin. The product should display that it cannot delay, mask or prevent premature ageing and would provide temporary effects on ageing. The product should not claim to rejuvenate or cure the early signs of ageing and delay. They should provide subjective claim rather than an objective claim for the product. It should not have a physiological claim like the rejuvenation of the skin, natural cell renewal and stimulation, boost the natural skin structure and works by penetrating the skin. Therefore, by using these strategies, the advertisement can achieve its purpose without depicting negative age or cultural stereotype. References Brooks, M. E., Bichard, S., Craig, C. (2016). What's the Score?: A Content Analysis of Mature Adults in Super Bowl Commercials.Howard Journal of Communications,27(4), 347-366. Brown, A., Knight, T. (2015). Shifts in media images of women appearance and social status from 1960 to 2010: A content analysis of beauty advertisements in two Australian magazines.Journal of aging studies,35, 74-83. Cruikshank, M. (2013).Learning to be old: Gender, culture, and aging. Rowman Littlefield. Hearn, J., Wray, S. (2015). Gender. Implications of a contested area.Twigg, Julia; Wendy Martin (Hg.) Routledge Handbook of Cultural Gerontology. London: Routledge, 201-209. 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