Media project 2 final copy pp
Transcript of Media project 2 final copy pp
iRay, 2014.
How old is old?
dSociety is dominated by body image and youth
culture
A Subculture oblivious of modern fashion trends
This is no surprise, due to how fashion is presented by the media
This presentation will assess obsession with the youth and the increasingly large and affluent older generation,
defining the place of the older woman in the world of fashion
Imperfect skin and grey hair
are all deemed
unacceptable
The “Perfect” Look
There has been a massive focus on the impact this has on younger girls and how this results in the sexualisation of children.
A prime example of this is Thylane Loubry Blondeau, a 10 year old model for French Vouge
What affect is it having on
the older generation?
“Grown up beauty”
“Brings to mind full-grown size-zero magazine cover girls”
“Giving young girls unhealthy ideas about how they should look”
17.9%12.6
%8.9%
With the retirement age also increasing rapidly, older women are becoming ever more high profile in the business world.
However, this does not stop them being pigeonholed as unfashionable and behind the times.
With average age of the population increasing, older people are becoming a much more dominant part of society, taking up 17
percent of the whole population. According to Imogen Matthews, a market researcher for ‘In-Cosmetics’
‘When I am an old woman I shall wear
purpleWith a red hat which
doesn’t go, and doesn’t suit me.
“Warning” by Jenny Joseph
Mutton dressed as lamb
International Journal of Market research:
“The average age of most advertising executives is below 50, and many researchers have commented on the lack of empathy this seems to create with the over-fifties population.”
Carrigan and Szmigin
Ignoring older women like doesn’t just leave them unaware and separate from modern life but can also do psychological damage similar to that of teenage
girls
Fad DietsExcessive exercise
regimesCosmetic surgery
Alienation and exclusion of older women within the media
could definitely be an explanation for this
Attitudes towards older women and their place within the world of fashion are changing
Havas Worldwide (2012) conducted a survey on the British population discussing age and the idea of
moving beyond youth culture
Anna Wintour (64)
Vivienne Westwood
(72)Miuccua
Prada (64)Witnessing older powerful women like these in the public eye encourages older people to become involved in the fashion industry and decreases
stigma
Embracing older woman within their advertisements and campaigns
Dolce & GabannaGAPAmerican
Apparel
Daphne Selfe - 84 years old and is Britain’s oldest model
No cosmetic surgery
Earns up to £1,000 a dayHas featured in
Vouge and Marie Claire
Other older models and fashion icons include women such as
Lesley Lawson ‘Twiggy’ (64)
Jacky O’Shaughnessy
(61)Madonna (55)
Iris Apfel (92)
In conclusion, the fashion industry can be extremely influential to women of any age, sometimes causing them to
be physically and psychologically affected by the unrealistic body image
presented by the media
This is changing
With brands and companies becoming more aware of the influence they have on younger
girls and with older women becoming more and more influential in the fashion world
Women are finding their place within the fashion industry
Beck, K. ( 2012) Thylane Lena-Rose Blondeau: Making ‘Sexy’ For Little Girls Acceptable, Mommyish, Available from: http://www.mommyish.com/2011/08/01/thylane-lena-rose-blondeau-making-sexy-for-little-girls-acceptable/ [Accessed: 23.01.2014]. Carrigan, M. & Szmigin, (1999)The representation of older people in advertisements, International Journal of Market Research, 41, (3).Crane, D. (2000) Fashion and its Social Agendas: Class, Gender, and Identity in Clothing, London: The University of Chicago Press.Edwards, T. (2011) Fashion in Focus: Concepts, Practises and Politics, Oxon: Routledge.Havas Worldwide: Prosumer Report (2012) Aging: moving beyond youth culture, Warc, 14.Marie Claire (2013) The Most Powerful Women in Fashion, [Online], Available from: http://au.lifestyle.yahoo.com/marie-claire/fashion/red-carpet/galleries/photo/-/16326007/the-most-powerful-women-in-fashion/16326025/ [Accessed: 23.01.2014].Martin, R. Mackrell, A. & Rickey, M. (Eds.), (2012) The Fashion Book, London: Phaidon Press Limited. Matthews, I. (2012) Older Women: The Forgotten Demographic, [Online], Available from: http://www.in-cosmetics.com/in-cosmetics-blog/Older-women-the-Forgotten-Demographic/ [Accessed: 23.01.2014]. Moisse, Katie. (2011) 10-year-old model’s grown up look: high fashion or high risk? ABC News [Online], 04.08.2011, Available from: http://abcnews.go.com/Health/w_MindBodyResource/10-year-models-grown-high-fashion-high-risk/story?id=14221160 [Accessed: 23.01.2014].Posner,R.A (1995) Aging and Old Age, London: The University of Chicago Press.Twigg, J. (2013) Fashion and Age: Dress, the Body and Later life, London:Bloomsbury Publishing Plc. Welters,L.& Lillethun,A. (2011) The Fashion Reader (2nd Ed.), Oxford: Berg.
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