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[References: p. 460 (20 tit)]

The paper presents the situation in the modern society, which realizes the key value and strategy concerning old age – ageing in society, where the idea about opportunities and potential of a certain stage of life changes. It is proved that the dominating attitude to old age, being fixed in definite manifestations – from public opinion, social stereotypes to the political decision made, acts as a factor stimulating life satisfaction in general. The purpose of research is to change modern people’s attitude to the old age value. To study the problem the research applied explication method with the help of which the main research notions – hermeneutical approach, comparative analysis method – were specified. The research resulted in the analysis of the theoretical construct of the concepts of old age and ageing, approval of the fact that old age concept fastens in public opinion the stereotypes about social expectations, having prescriptive character at the process of choosing some actions by an old person.