"Do it forever"

Discursive representations of older adults and sexualities in vacation marketing

Bodil Stilling Blichfeldt, Karina Madsen Smed

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

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.
Original languageEnglish
JournalJournal of Vacation Marketing
Volume25
Issue number2
Pages (from-to)264-276
ISSN1356-7667
DOIs
Publication statusPublished - 1. Apr 2019

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sexuality
marketing
momentum
Sexuality
Vacation
Marketing
Discourse

Keywords

  • Discourses
  • older adults
  • older adults’ sexualities
  • senior traveler
  • sexuality

Cite this

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

In: Journal of Vacation Marketing, Vol. 25, No. 2, 01.04.2019, p. 264-276.

Research output: Contribution to journalJournal articleResearchpeer-review

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T2 - Discursive representations of older adults and sexualities in vacation marketing

AU - Blichfeldt, Bodil Stilling

AU - Smed, Karina Madsen

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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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