The Images Used to “Sell” and Represent Retirement Communities

Abstract

As spaces created with the intention of encouraging consumption through the promotion of a specific lifestyle, retirement communities' success rests partially on the images employed to promote that lifestyle. This article uses a content analysis of the promotional brochures provided to potential retirement community residents to examine the type of images used to sell retirement communities. The results show that descriptions of the physical features of and amenities offered in retirement communities are the most numerous. Images in keeping with the idea of successful aging also occur repeatedly. References to the physical decline associated with later life occur infrequently.

Key Words:

• retirement communities
• successful aging
• content analysis

Notes

¹The Care Guide is produced by Care Planning Partners, a nonprofit organization that provides information about housing and care services for the elderly in Canada.

²All prices are given in Canadian dollars.

³The final category used to classify the phrases, “other,” is not discussed in detail as sentences and phrases classified in this category are not relevant in the context of the study. Most sentences and phrases in this category described the credentials of the construction companies hired to build a specific community, the friendliness of the builders, and details about the various organizations involved in planning the nonprofit communities or providing potential residents with directions.

⁴All the retirement communities participating in the study are given fictional names. Additional information is available from the authors.

Additional information

Notes on contributors

Susan Lucas

An assistant professor