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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.
Ageing contested : anti-ageing science and the cultural construction of old age.
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.
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.
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.
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.
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.
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.
