%0 Journal Article
%T ¡®Do it Forever¡¯: Discursive representations of older adults and sexualities in vacation marketing
%A Bodil Stilling Blichfeldt
%A Karina M Smed
%J Journal of Vacation Marketing
%@ 1479-1870
%D 2019
%R 10.1177/1356766718771421
%X 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
%K Discourses
%K older adults
%K older adults¡¯ sexualities
%K senior traveler
%K sexuality
%U https://journals.sagepub.com/doi/full/10.1177/1356766718771421