Ageism in advertising: forms and mechanisms of manipulative influence

Abstract

The article presents the main theoretical positions that define advertising theory as a distinct research paradigm. The manipulation of the most sensitive social issues and of social and cultural stereotypes makes advertising not only a part of marketing strategies, but also a sphere in which the core component of communication is the manipulation of the audience's consciousness. The study focuses on the philosophy of ageism, which is exploited in advertising narratives as an element of insight and as a play on stereotypical notions widespread in contemporary societies. The aim of the study is to examine the concepts of advertising, advertising discourse, and manipulation in advertising, with particular attention to the ways and formats through which ageist narratives are promoted in the fashion and beauty industry. Future research should address the transformation of advertising narratives devoted to sensitive topics in accordance with changes in ideology and social attitudes.