Property advertising and the representational production of suburbia: “Functional suburbs” and “lifestyle suburbs” in Auckland

Abstract

This paper joins literature on suburban advertising with Lefebvre's concept of representational space to analyse property advertisements as part of the representational production of suburban space. Based on comparative analysis of advertising material for suburban residential developments on Auckland's “North Shore” in two time‐periods—1950s and 2010s—the paper examines changes and continuities in thematic content. While property advertisements in the mid‐1900s emphasised the “functional suburb,” paying attention to attributes such as quality of utilities and proximity to the central city, more recently advertisements have more strongly emphasised the “lifestyle suburb,” with a focus on middle‐class community and natural amenity.

Advertising through UAVs: Optimized path system for delivering smart real‐estate advertisement materials

“…The literature in this context has shown the use of wide advertisements methods, including placing ads and notices in magazines, brochures, newspapers, digests, and other print media. 3,6,9,16 The use of billboards, signboards, and banners is also a prominent technique for real-estate advertisements. 4,10,17 Some researchers have highlighted the use of personalized emails and calls or text messages for advertising properties.…”

“…Real‐estate advertisements are used to attract people interested in buying or renting properties suited to their needs of residence or business. The literature in this context has shown the use of wide advertisements methods, including placing ads and notices in magazines, brochures, newspapers, digests, and other print media 3,6,9,16 . The use of billboards, signboards, and banners is also a prominent technique for real‐estate advertisements 4,10,17 .…”

“…This technique laid the foundation of modern real‐estate advertisements. Similarly, Turner et al 9 explored real‐estate suburban advertising using Lefebvre's concept, and argued that open spaces should be shown in advertisements. Furthermore, the “functional suburb,” which focuses on such attributes as quality of utilities and proximity to the central city, and “lifestyle suburb,” which focuses on middle‐class communities and natural amenities, are the key clusters of any smart real‐estate advertisement.…”

“…5 Digital marketing channels include digital billboards and signboards, the Internet (e.g., websites and social media), personalized texts messages, emails and calls, and other methods. [6][7][8][9][10][11][12] These channels are focused on the utilization of media channels for linking customers and products. In this context, the key stakeholders are the customers, sellers or service providers, publishers or content providers, and network operators.…”

“…Digital marketing channels include digital billboards and signboards, the Internet (e.g., websites and social media), personalized texts messages, emails and calls, and other methods 6–12 . These channels are focused on the utilization of media channels for linking customers and products.…”