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The Images Used to “Sell” and Represent Retirement Communities

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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.
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Keywords: content analysis; retirement communities; successful aging

Document Type: Research Article

Affiliations: Edinboro University of Pennsylvania

Publication date: 01 November 2004

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