Female gerontology in TV-advertising

Abstract

The paper backgrounds the necessity of theoretical advancing the female gerontology project. Two models of female gerontology problems interpretation are considered: the model of “mail dominance” and the model of “female narcissism”. In both concepts, a female appears as “visual object” the task of which is fighting against oldness and accumulation of “visual capital”. Conclusions on visual discrimination of modern woman are based on content-analysis of 245 advertising blocks broadcasted by the channel Inter in February and March of 2012.