Representation of Older Adult Women in a Digital Peruvian Advertisement

This study analyzes the perception of Lima women aged 60–70 regarding the representation of older adults in the advertisement “Arriba mujeres, tal como somos” by Falabella. A qualitative methodology was used based on 16 semi-structured interviews with elderly women living in Lima, belonging to A and B socioeconomic strata, who use Instagram and are familiar with the Falabella brand. A thematic analysis was carried out to review the participants’ answers and identify and categorize the key themes that reflect their responses. The findings suggest that participants perceive the spot as a contemporary and authentic version of the older woman, reflecting her vitality and well-being. Participants appreciated the campaign, recognizing the elderly woman as the central character who is resilient, strong, and authentic. Some participants suggested that the campaign could be more inclusive by featuring elderly women in diverse roles, such as professionals or athletes. It is concluded that such campaigns create a positive image of elderly women as strong and capable of facing challenges, promoting an active and healthy lifestyle. These campaigns challenge stereotypes by depicting older women in diverse and significant roles, countering traditional images of grandmothers or dependent individuals.