Ageist Discourse

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Conclusion

Both the ageist and sexual discourses are frequently employed as marketing tactics by Northern American and Anglo-Saxon make-up and skincare companies. The manner in which these discourses are communicated to consumers varies depending on which discourse is being discussed. The ageist discourse is mostly used in product branding and conventional advertisement. The sexual discourse tended to also be found in product branding, but was also heavily present on various social media platforms and companies’ official websites. Discourses were communicated in this fashion to efficiently access the demographic the product is aimed at, aging and young women. The effect of these discourses on sales seems to be positive, although more research
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