Drawing from a collection of over 160 North American print advertisements for anti-aging skin care products from January to December of 2009, this paper examines the discourse of agelessness, a vision of esthetic perfection and optimal health that is continually referred to by gerontologists, cultural theorists, and scientific researchers as a state of being to which humankind can aspire. Employing critical discourse analysis through the use of semiotics and visual rhetoric, this paper explores the means through which anti-aging skin care advertisements present to their viewers a particular object of desire, looking, more specifically, at how agelessness is presented as a way out and ultimate transcendence of age. Through the analytical tools of semiotics and visual rhetoric, four visions of agelessness are identified and explored in this paper: Agelessness as Scientific Purity, Agelessness as Genetic Impulse, Agelessness as Nature's Essence, and Agelessness as Myth. Whether found in the heights of scientific purity, the inner core of our genetic impulse, the depths of nature's essence, or whether agelessness itself has reached its own, untouchable, mythic status, the advertisements in this study represent one of the most pervasive vehicles through which our current vision(s) of ageless perfection are reflected, reinforced, and suspended in a drop of cream.

As a growing body of work has documented, digital technologies are central to the imagining of aging futures. In this study, we offer a critical, theoretical framework for exploring the dynamics of power related to the technological tracking, measuring, and managing of aging bodies at the heart of these imaginaries. Drawing on critical gerontology, feminist technoscience, sociology of the body, and socio-gerontechnology, we identify three dimensions of power relations where the designs, operations, scripts, and materialities of technological innovation implicate asymmetrical relationships of control and intervention: (1) aging bodies and the power of numbers, (2) aging spaces and the power of surveillance, and (3) age care economies and gendered power relations. While technological care for older individuals has been promoted as a cost-effective way to enhance independence, security, and health, we argue that such optimistic perspectives may obscure the realities of social inequality, agist bias, and exploitative gendered care labour.

Popularized by DIY scientists and quantified-selfers, the language of “biohacking” has become increasingly prevalent in anti-aging discourse. Presented with speculative futures of superhuman health and longevity, consumers and patients are invited to “hack” the aging process, reducing age to one of the many programs, or rather “bugs” that can be re-written, removed, and rendered obsolete. Drawing on recent examples from popular media and anti-aging promotional materials, I explore how the language of biohacking signals an orientation to the body that denies the acceptability of a body that is anything but optimal. In the endless strive towards the latest and greatest, the language of biohacking renders the old body obsolete, standing as nothing more than a relic of an outdated operating system.

Purpose Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers. Design/methodology/approach A participatory study was conducted with 57 teenagers, who used a specially designed mobile app to capture images of the teen-targeted food marketing they encountered for seven days. A visual thematic analysis was used to assess and classify the advertisements that participants captured from Instagram and specifically tagged with “visual style”. Findings A total of 142 food advertisements from Instagram were tagged with visual style, and classified into five main styles: Bold Focus, Bespoke, Absurd, Everyday and Sensory. Research limitations/implications This study contributes to an improved understanding about how the visual is used as a marketing technique to capture teenagers’ attention, contributing to the persuasive power of marketing messages. Originality/value Food marketing is a significant part of the young consumer’s marketplace, and this study provides new insight into the sophisticated nature of such marketing – revealing the visual styles used to capture the attention of its brand-aware audience.

Food marketing to children is ubiquitous and persuasive. It primarily promotes foods of poor nutritional quality, influences children's food preferences and habits, and is a factor in childhood obesity. Given that food marketing relentlessly targets children in traditional/digital media and the built environment, children need critical media literacy skills that build their understanding of food marketing's persuasive effects. However, little research connects media literacy with food marketing and health, including effective strategies for teaching and evaluating such programming for children. This perspective presents the outcomes of a stakeholder meeting on best practices in teaching and evaluation on media literacy and food marketing to children. Strategies for promoting critical thinking (teaching content, teaching practices, teaching supports, and parent/caregiver involvement), and strategies for measuring critical thinking (program effectiveness and broader long-term impacts) were identified. These include, among other things, the need to capture the range of marketing formats and current food promotion trends, to include inquiry-based and co-creation activities, and to support ongoing media literacy development. Overall, these strategies suggest useful criteria for media literacy programming related to food marketing, and highlight the importance of media literacy for giving children the skills to navigate a complex food environment.