: Research indicates that older women feature in less than 2% of advertisements, often cast in domestic or secondary roles.
In film, mature female characters—particularly those who maintain traditional beauty standards (such as blond hair)—often navigate specific tropes: blond mature wife
: This trope involves older women reclaiming "youthful attributes" through romantic affairs, which some scholars argue still reinforces a "narrative of decline" by suggesting worth is tied to youth. : Research indicates that older women feature in