Os “novos velhos” e os capitais para “envelhecer bem” nos discursos publicitários de Nutren Senior

This article analyzes the advertising discourses of the Nutren Senior brand, focusing on the representations of aging and the persuasive strategies aimed at constructing a 'good old age.' Based on the analysis of advertising campaigns broadcast on YouTube, the signs, images, and performances that compose the brand's statements are discussed. The study relies on references from Social and Human Sciences and Health to problematize the symbolic capitals associated with active aging, autonomy, and consumption as a form of care. The findings indicate that Nutren Senior promotes an aestheticization of old age, reinforcing normative models of body and identity, and contributing to the reconfiguration of the social roles of older people in the media-advertising context.