‘Holding on’: postfeminist articulations of menopause in advertising

Through quantitative and qualitative content analysis of magazine advertisements over a four-year period, this paper assesses how menopause is being articulated in advertising, as a means of furthering understanding of female ageing representation. Drawing on postfeminist media criticism together with criticisms by feminist gerontologists around the concept of successful ageing, the paper questioned if increased menopause advertising might disrupt gendered ageism. The study found this not to be the case. It concluded that postfeminist discourses prevailed, with the discourse of individualisation being particularly dominant. An overarching message of ‘holding on’ emerged and the analysis showed that advertising generally presents a picture of ‘successful menopause’ – a project to be worked through and embraced – which perpetuates the narrative of successful ageing.