Aging, appearance, and meanings: the consumption of Brazilian and Spanish old women

Authors

  • Patrícia Yokomizo
  • Paloma Díaz Soloaga
  • Andrea Lopes

DOI:

https://doi.org/10.23925/2176-901X.2019v22iEspecial26p387-416

Keywords:

Appearance, Consumption, Elderly women

Abstract

The article presents a characterization and comparison of consumption actions for personal appearance among elderly women from Brazil and Spain. Even in a scenario of low financial resources, both groups enjoyed different forms of consumption with autonomy. Their acquisitions were aimed at the desire to feel beautiful, attractive and interesting. The main meanings involved were affection, consideration, respect, and sacrifice. There was dissatisfaction with the offer of products to this segment.

Author Biographies

Patrícia Yokomizo

Graduação em Têxtil e Moda. Mestre em Gerontologia, fundadora e membro do grupo de pesquisa, ensino e extensão Envelhecimento, Aparência e Significado (EAPS), todos da Escola de Artes, Ciências e Humanidades (EACH) da Universidade de São Paulo (USP), Brasil.

Paloma Díaz Soloaga

Professora titular do Departamento de Comunicación Aplicada, da Faculdade de Ciencias de la Información, da Universidad Complutense de Madrid (UCM), Espanha. Interesses: reputação, marca e cultura nas organizações. Especialidade em Moda. Colaboradora do EAPS/USP, Brasil.

Andrea Lopes

Antropóloga, docente da Pós-Graduação em Gerontologia e das Graduações em Gerontologia e Têxtil e Moda. Fundadora e coordenadora do grupo EAPS. Todos da EACH/USP. Orientadora da pesquisa.

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How to Cite

Yokomizo, P., Soloaga, P. D., & Lopes, A. (2019). Aging, appearance, and meanings: the consumption of Brazilian and Spanish old women. Revista Kairós-Gerontologia, 22(Especial26), 387–416. https://doi.org/10.23925/2176-901X.2019v22iEspecial26p387-416

Issue

Vol. 22 (2019): NÚMERO ESPECIAL 26 - Envelhecimento e Aparência

Section

Papers

License

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