As Kathleen Woodward writes in Aging and Its Discontents (1991:193-5), ‘as the material conditions of aging are undergoing change, so too our culture is producing new representations of aging’. Much of this change, however, is encapsulated in the ‘now for THE FUN YEARS’ advertising of a ‘vigorous silver-headed couple dressing in jogging outfits’. If Woodward is relieved that in these ‘the body is not presented within the confining matrix of beauty and its opposite. It is, rather, health that is at stake’, other commentators have pointed to the quite conventional marketing strategytargeting the swelling ranks of the affluent elderly-that this apparent ‘change’ represents.