Social perceptions of aging refer to the process of aging as a negative period of life during which a person loses a part of themselves and regresses both socially and culturally. The fear of aging and physical signs of aging emerge from social beauty ideals which promote youthful appearance, while the media forms and represents social standards and expectations. This research was done using a semiotic analysis and content analysis of anti-aging advertisements in Croatian magazines, and the findings are also numerically presented. Fifty anti-aging advertisements were analyzed and four main thematic categories were discovered that are used to promote products which remove, reduce or cover signs of aging: (1) nature against aging; (2) magical effectiveness of anti-aging products; (3) the role of science and medicine in confirming the effectiveness of anti-aging products; (4) representation of the aging process as an illness and ailment. The results from the analysis confirmed that aging and various signs of aging are considered as undesirable and as a negative process which gave an insight into what is socially desirable.