0 Anti-ageing substances are intended to prevent or limit the process of becoming old: --
anti-ageing creams
They argue that such resistance is not limited to youth-orientated health and beauty activities but that most, if not all, lifestyle cultural practices can be understood as institutionalised anti-ageing strategies.
We can map the field of anti-ageing by exploring the diverse professional groups that present themselves as ' waging war' on old age - as challenging the inevitability of ageing.
He also suggests that leading gerontologists feel the need to distinguish their own research from the activities of less well-established practitioners and entrepreneurs in the anti-ageing medicine movement.
Meanwhile, soap manufacturers aligned the putative anti-ageing benefits of their products with the morally uplifting and patriotic example of the old salt passing on the message through the generations.
Institutional representations and images of successful anti-ageing, such as those promoted in active retirement living, are insidious in that they cultivate and parade an impossible ideal.
Older people are characterised by the different elements of anti-ageing science as having lost their good looks, succumbed to disease, become overwhelmed by senility, and as surrendering to death.
Ageing contested : anti-ageing science and the cultural construction of old age.
The fiercest response came from medically-qualified entrepreneurs who had established anti-ageing enterprises that are currently selling services to the public.
