Aging and Advertising Image in Term Paper

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As she points out, researcher Leonard Hayflick realizes the difference, and notes that ending aging and curing signs of aging are two very different issues. According to Hayflick, even if all causes of disease and signs of aging were cured, the human being could only extend life by 15 years or less. This is because, while signs of aging may be reduced by such products as Relastin Skin Revitalizer™, the aging process itself is not actually altered (McCarthy, 547). Hayflick states, "Aging is an inexorable process that begins at about the age of 30 in humans and continues indefinitely" (McCarthy, 547). Clearly, then, a reduction to wrinkles and an improvement in skin does not actually alter the aging process.

So, what is the selling point of products such as Relastin Skin Revitalizer™, which promise only a youthful appearance? McCarthy believes the issue is related to the drive not for long life, but for long youth (McCarthy, 547). She notes humans only wish for immortality if it is related to a feeling of energy, youth, and vitality without serious side effects or much self effort (McCarthy, 549). Already existing ways to actually extend life, including exercising, healthy eating, and careful living are rarely followed consistently by the population of the world, showing clearly that an actual reduction of age is not the primary focus (McCarthy, 549). Thus, products such as Relastin Skin Revitalizer ™ must market to an audience who wants both the appearance of youth, the increase in self-concept that one derives from youth, and the ease of a product designed for the least amount of effort. By combining the use of a youth-concept forming brand name, an advertisement which promises both youth and simplicity, and an emphasis on the negative aspects of aging such as wrinkles and sagging skin, Relastin Skin Revitalizer ™ touches on each aspect of selling that focuses on the self-image of most human beings.

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As McCarthy points out, there are numerous things human beings do to fight the signs of aging. From taking melatonin, DHEA, antioxidants, and other vitamins to using anti-wrinkle creams and hair restoration products, humans spend vast amounts of money on trying to slow aging (McCarthy, 549). But as Hayflick notes, all cells flourish and divide as living cells for a specific period of time, but eventually, these processes stop and the cells die. The only cells in the human body to continue reproducing endlessly are cancer cells (McCarthy, 547). Thus, regardless of what products one uses to slow the signs of aging, the aging process continues without fail.

Relastin Skin Revitalizer ™ and other similar products promise the look and feel of younger skin, targeting an aging audience whose self-esteem and self-concept are often related to the process of aging, and to age itself. Assuming aging is considered a negative effect of life, these advertisements focus on not only furthering that concept, but introducing the idea that looking younger can alleviate some of the psychological effects of aging. However, what products such as Relastin Skin Revitalizer ™ fail to realize is that age is a natural part of life. As humans age, cells begin to die, causing wrinkles, lines, sagging, hair loss, weight gain, and other physical manifestations. While one can mask those manifestations, this masking does not alter the reality that as time passes, the body ages, nor the face that aging is not simply a visual concept, but a physiological fact of life that no cream, pill or solution can prevent......

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