The effectiveness of aquatic and leisure facility advertising: an older adult perspective

Local governments in Australia invest significant public funds in aquatic and leisure facilities (ALFs) to support leisure-time physical activity (LTPA). LTPA advertising including imagery attempts to counter trends toward physical inactivity and present LTPA opportunities. Online advertising offers a promising mode of delivery to disseminate information about LTPA opportunities and encourage participation. Guided by visual ageism and the information environment theory, this article examines older adult’s perceptions of ALF website images. The study utilized semi-structured interviews with (n = 18) older adults (M = 71 years of age) and a deductive thematic analysis. Participants raised concerns regarding the portrayal of older adults as ill, incapable, and the ‘grouping’ of older adults in images. Additionally, participants encouraged age diversity in imagery as there are shared health and fitness goals across all age groups. The paper concludes by recommending ALF management adopt ‘design for dynamic diversity’ principles and increase older adult participation in advertising design.