Promoting physical activity participation to older adults: a critical analysis of leisure facility advertising

Abstract

Purpose This study aimed to explain the visibility of older adults and how older adults are represented across Victorian, Australian aquatic and leisure facility websites.Method The visibility and representation of older adults across aquatic and leisure facility websites (n = 104) was determined using content and critical discourse analysis.Findings Our results indicate older adults are underrepresented visually across aquatic and leisure facility websites. Moreover, when older adults are represented visually across aquatic and leisure facility websites this is often accompanied by language and content that could be considered stereotyping and ageist.Practical implications Ageism and stereotyping are likely to impact on older adults’ engagement with aquatic and leisure facility and limit their health promoting potential. Aquatic and leisure facility management could engage in strategies including design for dynamic diversity and designing “with” older adults and not “for” an older adult to eliminate visual ageism in advertising.Research contribution This research is one of the first to identify and explain how ageism is embedded across aquatic and leisure facility websites. This research will guide aquatic and leisure facility management when creating advertising and marketing specific to older adults.

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