Abstract
Abstract The aim of the article is to examine the representation of ageing in selected issues of the Polish women’s magazine Twój Styl. With reference to Wolf’s concept of the “beauty myth,” the article argues that ageing is presented as a threat to women’s psychological integrity. Although the theme of old age is rarely directly addressed in the magazines, its presence is implied in the advertised anti-age beauty products. Based on semiotic theory and Cognitive Metaphor Theory, the paper demonstrates that the advertising of anti-ageing beauty products serves the function of controlling ageing female bodies, which are positioned outside of the mainstream concept of femininity.
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