Starzenie się w kulturze młodości. Wybrane strategie obrazowania późnej dorosłości w reklamie
Aging in the culture of youth. Selected strategies of the late adulthood imaging in advertising

Summary/Abstract: In every epoch we can notice a different human’s atitude towards the old age, fading away and the old people which manifests itself in distinct atitudes and ideas about this specific life’s period. The “visual reality” of XXI age worships the beauty and the youth. This fact entails more and more radical social expectations about appearance. The body, especially the old men’s one, should be atractive. Nowadays there’s a noticeable increase in the total number of the elders. They become therefore an at entively observed society class. In the mass media, the “appealing” old men’s images are becoming more and more popular and common, so the refl ections on this subject perceive as an interesting and important area of investigations. This article is an at empt to reconstruct a “post-modern” strategies of creating and showing the old age images.

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