Título: | MATURE WOMAN: A STUDY ON THE INFLUENCE OF THE COGNITIVE AGE IN THE ATTITUDE IN RELATION TO FASHION ADVERTISEMENTS | ||||||||||||||||||||||||||||||||||||
Autor: |
GERALDO PINTO DE GODOY JUNIOR |
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Colaborador(es): |
LUIS FERNANDO HOR MEYLL ALVARES - Orientador |
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Catalogação: | 05/JAN/2011 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16700&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16700&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.16700 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
In recent years, advances in medicine have increased life expectancy and
quality of life for people over 55. They feel much younger than their actual age
and engage in activities that would have been unimaginable a decade ago. In the
case of mature women, interest in fashion has also increased significantly. This
study aims at investigating the relationship between women’s cognitive age and
their emotional responses towards fashion advertising. A survey with 164 women
aged 55 to 70 evidenced that mature women´s self-perception is in accordance
with their cognitive age and that they identify themselves mostly with
photographic models of their own age. In doing so, their positive attitude towards
clothes shown by an advertisement also increases. This knowledge could be used
by the marketing sector so as to direct more effective publicity campaigns to the
market of mature women.
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