"Do it forever": Discursive representations of older adults and sexualities in vacation marketing

Bodil Stilling Blichfeldt, Karina Madsen Smed

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

In advertising, sex has been ascribed a major role, but mostly in a one-dimensional, uniform, and ageist manner framing sexuality as the privilege of younger people. This has traditionally strengthened stereotyping discourses of older adults as ‘asexual’. However, in recent years, counter narratives emphasizing sex as an integral part of active, healthy, and successful aging have gained momentum. Using the promotional video ‘Do it Forever’ as a relevant case, this article analyzes representations of older adults’ sexualities in vacation marketing and points to how advertising is not ‘innocent’, but discursively positions older adults’ sexualities within an antiaging culture which positions older adults as ‘sexy olders’ in sharp opposition to the discourse of ‘asexsual old age’, potentially leaving older adults with little room to construct (a)sexual identities in-between the two strong and oppositional discourses.
OriginalsprogEngelsk
TidsskriftJournal of Vacation Marketing
Vol/bind25
Udgave nummer2
Sider (fra-til)264-276
ISSN1356-7667
DOI
StatusUdgivet - 1. apr. 2019

Fingeraftryk

sexuality
marketing
momentum
Sexuality
Vacation
Marketing
Discourse

Citer dette

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"Do it forever" : Discursive representations of older adults and sexualities in vacation marketing. / Blichfeldt, Bodil Stilling ; Smed, Karina Madsen.

I: Journal of Vacation Marketing, Bind 25, Nr. 2, 01.04.2019, s. 264-276.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

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AB - In advertising, sex has been ascribed a major role, but mostly in a one-dimensional, uniform, and ageist manner framing sexuality as the privilege of younger people. This has traditionally strengthened stereotyping discourses of older adults as ‘asexual’. However, in recent years, counter narratives emphasizing sex as an integral part of active, healthy, and successful aging have gained momentum. Using the promotional video ‘Do it Forever’ as a relevant case, this article analyzes representations of older adults’ sexualities in vacation marketing and points to how advertising is not ‘innocent’, but discursively positions older adults’ sexualities within an antiaging culture which positions older adults as ‘sexy olders’ in sharp opposition to the discourse of ‘asexsual old age’, potentially leaving older adults with little room to construct (a)sexual identities in-between the two strong and oppositional discourses.

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