0 Anti-ageing substances are intended to prevent or limit the process of becoming old:
anti-ageing creams
Many claims of the anti-ageing advocates are highly contested, and many scientists judge them to be ' unscientific'.
The characterisation of anti-ageing medicine and the broader movement are contested.
It will be argued that the anti-ageing movement is contributing to the social devaluation of the final stage of human life.
Instances in cosmetic anti-ageing are many and varied.
The rhetoric of a ' war on ageing ' positions the practitioners of anti-ageing medicine on moral high ground, as valiant warriors against a terrible fate.
The presented ' heroines' differed in several interesting ways from popular media images: these people were not ' anti-ageing super-oldies', spending their time in ' youthful' physical activities.
The particular value of military metaphors in anti-ageing discourse is that they identify the enemy, the fundamental processes of ageing.
The fiercest response came from medically-qualified entrepreneurs who had established anti-ageing enterprises that are currently selling services to the public.
