The Semiotics of Ageing in Advertising: Our changing discussion on age

:: Culture Decanted ::

“Semiotics is in principle the discipline studying everything which can be used in order to lie. If something cannot be used to tell a lie, conversely it cannot be used to tell the truth: it cannot in fact be used “to tell” at all.”

Umberto Eco, A Theory of Semiotics

Getting long in the tooth

This is the second part of an analysis of concepts of ageing and immortality in modern times.   The first part looked at the mythology of immortality, its prominence as a central theme of the first written story in history to its rise to dominance within Hollywood storylines.   Over time there has been a shift in how we look at immortality, from it being the provenance of deities and mythological races that are immortal because of eating and drinking magical fruits or drinks, to the contemporary obsession with eating another’s life to be immortal, fantastically brought…

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