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“No Home Away From Home”: The Discourse of Home in Ads for Third-Age Housing
Abstract
The study examines shifts in the concept of “home” by analyzing the discourse in ads for third-age housing. These ads offer an opportunity to examine the ways in which alternative perceptions of the “sense of place” are presented. The ads were mapped and categorized according to their position on an axis representing changes in the attitude of the elderly population in Israel to the concept of home, with the two poles defined as “building a home” and “dismantling a home.” Analysis focused on the specific aspect of moving away from home. This discourse contains two interconnected levels, the private home and the national home, which interact on four dimensions: (1) Physical—reference to the dwelling itself; (2) Social—reference to the role of family, friends, and social activities offered; (3) Cultural—reference to the leisure activities offered; and (4) Economic—reference to the residence as a property.
Bilgi vermek, dikkat çekmek, etkilemek, tanıtmak, hatırlatmak, pazarlama iletişimi
çabalarını desteklemek, ürün veya markaya değer eklemek gibi standart işlevleri
olan reklam, imaj tesis ederek ürünlerin / markaların algı yönetimine katkıda
bulunmaktadır. Söz konusu reklamlarda duygusal satış vaadi (ESP) diline uygun
olarak inşa edilen söylem, ikna teorileri temelinde araştırılmaya değer görünmektedir.
Yaratıcı stratejisi bakımından dile getirdiği savlar ve imaj söylemiyle dikkat çeken
yapı reklamları “Ethos-Pathos-Logos (Aristo)”, “İhtiyaçlar Hiyerarşisi (Maslow)”,
“Gizli İhtiyaçlar (Packard)”, “Azlık Prensibi (Cialdini)” gibi ikna literatüründe yer tutan
teoriler / kavramlar çerçevesinde yorumlanabilir görünmektedir. Bu doğrultuda
araştırmada -geleneksel kitle iletişim araçlarından biri olan- ulusal televizyon
kanallarının prime time kuşağı temel alınmaktadır. Televizyon kanallarının prime
time aralığında (20.00-00.00) ilk kuşakta gösterilen yapı reklamları araştırmanın
örneklemini oluşturmaktadır. Tesadüfi örneklemle söz konusu zaman diliminde
gösterilen ilk sıradaki yapı reklamları, Puto ve Wells’in mesaj stratejileri; Aristo,
Packard ve Cialdini’nin iknaya yönelik ve Maslow’un ihtiyaçlara yönelik yaklaşımları
temel alınarak analiz edilmektedir. Söylem olarak irrasyonel çekicilik ögeleri içeren
-özellikle yüksek ilginlik isteyen ürünlerin yer aldığı- reklamlarda yaşam tarzına
yönelik transformasyonel dilin kullanıldığı görülmektedir. Sınıflandırma bağlamında
ürün ve hizmet reklamlarından olan yapı reklamları Puto ve Wells’in ifade ettiği
“kullanıcı imajı” ve “marka imajı” gibi transformasyonel mesaj stratejisine uygun
iletişim unsurları taşımaktadır.
The authors propose a broad reading of ageism, which refers to the narrative that constructs the aged, old age, and the interactions thereof. The deconstruction of this narrative is based on a semiotic interpretive analysis, which refers to the ads' textual message as well as to their visual components. The corpus for the study has been composed from both TV and printed ads published in Israel in Hebrew since the mid-1990s to the present day. The reading contains two complementary perspectives: one refers to the concretization of old age in terms of time and place; the other deals with the concretization of old age by characterizing the representation of third-age accommodation residents in relation to their families, friends and attending staff.
This article examines the leisure behaviour, attitudes and life satisfaction of a sample of 383 retirees aged 50 or more years in an Israeli national survey. Multivariate analyses identified four leisure-styles on the basis of the type of leisure activity engaged in, its relative sophistication, whether it was a formally-organised cultural activity, and its location (at home or outdoors). The four styles were: ‘company seekers’, ‘media consumers’, ‘culture enthusiasts’ and ‘sophisticated choosers’. The levels of participation in the four styles were associated with nine background characteristics: gender, education, income, former occupation, work status, retirement pattern, origin, residential area and health. Differences in life satisfaction were associated with leisure participation and leisure satisfaction. Two of the groups, the ‘culture enthusiasts’ and the ‘sophisticated choosers’, were relatively active, and enjoyed significantly higher levels of satisfaction in both their leisure and their lives. These findings tend to support Havighurst's ‘activity theory’. Since these two leisure-styles were followed by minorities, and most of the sample pursued the other leisure-styles, the findings imply that a large proportion of the retired population are inadequately prepared to take up ‘active leisure’. If more older people are to become engaged in active leisure, with benefits to both themselves and to society, they require more guidance and support.
In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the '90s, Israeli advertisers began using American symbols, values, sights, and heroes to promote diverse products without any consideration of the place they were actually made. The perspective offered in this book_a consideration of advertising as a locus of the tension between national identity and globalization/Americanization_is an innovative one, generating a model that can be used to analyze national identity through advertising in the age of globalization/Americanization. Although many books have focused on numerous aspects of Israeli society, America in JeruSALEm offers a new and accessible perspective on the changes in Israeli identity.
This article explores the contradictory cultural tendencies at play in the political economy of corporate brand values.Corporate brand values often serve mutually contradictory goals of capital accumulation and legitimation.Though competitive branding aims at distinguishing firms from one another, in the overall landscape of branding, the semiotics of branding contributes to tightly condensed, yet overarching, capitalist metanarratives.What additional contradictions evolve out of a branding process that indiscriminately mines culture for the purpose of boosting brand values?
This qualitative study explored the meaning of home for older women living in a congregate housing complex in a Southeastern city of the United States who have been more or less successful in making it a home. Through in-depth interviews, 20 older women shared detailed descriptions of their thoughts, feelings, and ideas of home and of their current environment as a home. All but one of the women were emotionally attached to their new environment and considered it home. Common themes were that for the women, the meaning of home was manifested in (1) the autonomous decision to find a place somewhere, (2) the deliberate resolve to feel in place anywhere, and (3) the ongoing effort to stay placed there. A successful late-life move depends less on concrete and/or external factors and more on social and/or intrinsic factors. U.S. housing policy must become more reflective of the processes older adults use to be “at home”.
Street names are mundane media through which the past is commemorated and introduced into the public sphere. Viewed from a semiotic perspective, street names constitute a spatial-text produced over time, capturing the political, social and cultural climates in which it is formed. In this article we propose an analysis of street names in four Israeli towns of different social, political and demographic backgrounds. The study is based on a two-stage analysis: an analysis of the local narratives and a hermeneutic reading of the street maps as spatial-texts. This is followed by a quantitative summary of street names according to categories. By studying practices of naming and renaming, and deciphering key elements in these spatial-texts, we conclude that street names reflect the changing character of the Israeli political, social and cultural orders. As such, they are indicative of shifts occurring in the social production of the Israeli collective memory.
Purpose
– Old age, in its most intense and extreme aspects involving frailty, dementia, Alzheimer's and death, is more often ignored rather than discussed in contemporary anthropology, remaining largely inaudible and invisible. This paper explores the marginal position of the study of old age in contemporary anthropology against the backdrop of the prominence of the post‐colonial agenda. The purpose of this paper is to discuss the comparison between the neglected Third Age and the abundantly discussed Third World in the context of the anthropological discourse on others.
Design/methodology/approach
– This is a theoretical paper on ageing.
Findings
– This paper explores the marginal position of the study of old age in contemporary anthropology against the backdrop of the prominence of the post‐colonial agenda. The comparison between the neglected Third Age and the abundantly discussed Third World is discussed in the context of the anthropological discourse on others. Studying the old‐as‐other reveals two types of alterity: that which is culturally constructed as different vs that which is essentially different. The others that dominate the agenda of contemporary anthropology are culturally constructed, while the old‐as‐other is an ontological essence. The condition of being old, it is argued, is essentially beyond culture, constituting an extra‐cultural materiality. As such, the old‐as‐other does not answer to the anthropological dictum of representing the “natives' point of view” and cannot fit the contemporary hermeneutics of anthropological relativism. Contemporary anthropology, which resists essential objects such as the savage and the old, thus ignores the raw materiality of old age while producing ethnographically‐informed commentaries on eldercare.
Originality/value
– The paper is original in highlighting the juxtaposition between the savage and old age that is used to facilitate an understanding of the contemporary discipline of anthropology as a regime of social constructionism, which fails to confront and represent the bare materiality of old age.
For most people in Hong Kong, buying one's own apartment seems to be the biggest purchase, and conditions to be measured for the final decision should not be overlooked. Advertisements for living environment have been changing so much, with the deal always related to existing social values. In this article, we show how Hong Kong's lifestyles have been changing in the last five decades, based on change in housing development and on how people are educated in the form of idealized lifestyles through housing advertisements. By using data from newspaper and television advertisements, we seek to understand such changing concepts as home, space and privacy in contemporary Hong Kong society. We seek to analyze how the two factors—government policy and media advertisements—have contributed to our present ideal of the home, and the new town development in Ma On Shan is used as a demonstrative case in this study.To be modern is to find ourselves in an environment that promises us adventure, power, joy, growth, transformation of ourselves and the world—and, at the same time, that threatens to destroy everything we have, everything we know, everything we are.M. Berman, All That is Solid Melts into Air [1988].
This article aims to broaden the discourse on national identity as a social and cultural construct by revealing the fluidity of its most fundamental symbol—the land. This discussion is extremely relevant in the cases of small countries living under the custody of globalization, primarily Americanization. While most noticeable scholars who write about national identity focus on “high” and “official” culture, we suggest looking at one of the most prominent products of popular culture—advertisement. This study utilizes qualitative analysis, based on a semiotic interpretation using 489 Israeli advertisements as the stage performing of “banal nationalism.” Looking at two broad categories, national symbols and spatial identity, we found a new real estate discourse in which Americanicity is an integral part of the neo-liberal discourse in Israeli society. In other words, the motherland turns into real estate.
The concept of home has been the focus of three decades of research within environmental psychology. Despite this awareness, there has been a lack of ‘critical or innovative theories and methods’ to examinehome . In recent years, there has been a call for a reappraisal of the concept.Broadly, previous discussions of the concept of home within psychology have tended to focus more on the experiential and personal aspects of home than the social and cultural aspects. Until recently, sociological discussions have tended to ignore the experiential significance ofhome . The aim of this paper is to broaden the current debate on home within environmental psychology by examining key themes in the social science literature on home. It argues that there is a movement away from identifying core sites of meaning, towards a context-sensitive focus on the experience and use of home.
Theory about home holds that dialectical or contrasting experiences contribute to the definition and meaning of home. Journeys from home are considered an important source of these contrasting experiences. This study is an empirical assessment of this relationship. Using qualitative methods, 22 subjects representing 11 households were asked to relate their experiences and feelings about being away from home for both short- and long-term trips. Findings support the theoretical importance of dialectical experiences. Contrasts to daily household routine and interaction with other people that arise from the experience of being away from home are found to be important to the definition of home. People need to get out of their homes to appreciate the taken-for-granted order to life provided by daily household routine. People also need to be away to recognize that interaction with friends and neighbors is an important part of home life. While these results support the findings of prior research, they also provide empirical evidence for the phenomenological concept ‘being at home’.
A leading feminist geographer puts forth new ways of thinking about space and place. In these days of global acceleration on the one hand and intensifying local nationalisms on the other, how should we be thinking about space and place? This new book brings together Doreen Massey's key writings on this debate. In it she argues that we have seen some problematical readings of both terms in recent years, and she proposes an alternative approach more adequate to the issues facing the social sciences today. Massey has organized these debates around the three themes of space, place, and gender. She traces the development of ideas about the social structure of space and place, and the relation of both to issues of gender and certain debates within feminism. Beginning with the economy and social structures of production, Massey develops a wider notion of spatiality as the product of intersecting social relations. On this basis she proposes an approach to "places" that is essentially open and hybrid while always provisional and contested. The themes intersect with much current thinking about identity within feminism and cultural studies. The chapters range from studies of the concepts of place employed in debates on uneven regional development and inner-city problems to arguments about the relationship between the conceptualization of space/place and the social construction of gender relations. "This book presents a collection of Massey's writings that have appeared over the last two decades. The volume is, however, more than a sum of its parts, in that Massey uses commentaries throughout the book to delineate an intellectual trajectory in Anglo geography that connects the concerns of economic geography with critiques and extensions by feminist and postcolonial writers. Massey builds a multifaceted argument of the richness of geographical analysis and its centrality for contemporary social theory debates." Professional Geographer "In a compilation of essays spanning over fifteen years, Space, Place and Gender, Doreen Massey explores the intricate and profound connection of space and place with gender and the construction of gender relations. Spaces and places are gendered, she argues, at once reflecting and affecting how gender is understood." Harvard Design Magazine Doreen Massey is professor of geography at the Open University in the United Kingdom. She is the author of five books, including Spatial Divisions of Labour (1984) and, with David Weild and Paul Quintas, High-Tech Fantasies (1991).
A model of older adult to environment interactions is proposed that moves beyond the perspective of environment as safety hazard to environment as supportive resource the framework encourages health professionals to look for ways to incorporate positive environmental influences into individualized plans of care with older adults. Research is reviewed on the attachments formed by older adults to things, places, companion animals, ideas, and beliefs-which alongside people-to-people attachments comprise the "attachment structure." Research on attachments of older people to environmental objects identifies important sources of security, belonging, and self-identity. Further research is needed to define the nature of environmental connections in later life, their developmental characteristics, and their potential to influence the health of older people.
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