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    May 23, Elaine Zhu Body image and body standardsMedia Anti-aging advertisements are getting old Older women have never before been so positively represented in media the way they are today.

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    Helen Mirren is in her 70s but still lauded as a sex symbol. Given this visibility, it would seem that women might start to embrace aging.

    Anecdotal observations back this up. These ageist stereotypes are not just offensive but also impact real lives.

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    Take, for example, how the Care Quality Commission found multiple hospitals leaving elderly patients severely dehydrated and malnourished or how 64 percent of workers say they have seen or experienced ageism in the workplace.

    While ageism affects both women and men, women face even more challenges when considering the societal perception of the link between looking young and looking beautiful. Many anti-aging advertisements are targeted toward women, implying that the natural signs of aging are undesirable characteristics specifically for women.

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    This lack of older women in the spotlight sends a message: In order for women to stay socially relevant, they must look young. This media representation of the professional and personal consequences of aging explains why women still go to great lengths — like dying their hair or getting Botox — to mask any signs of aging.

    We need to seriously reconsider the consequences of harboring ageism as our society ages.

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