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Advertising skincare products to women over 40: "because they're worth it!".


ABSTRACT

Informal review of advertisements in general interest women's magazines glance ats advertisers employ an array of nubile young women to aid cosmetic products. The authors hypothesize that women above 40 believe this approach to be "ageist" and ineffective. To explore this hypothesis, the authors conven a focus assemblage to analyze advertisements that specifically target women above 40. The advertisements assessed indicate those without designs are likely to be more lucky Although such a conclusion cannot be drawn without further quantitative research, the authors believe that the proceeds from the current study are sufficiently forceful to near warning signs to cosmetic


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