'Enjoying life to the full': A Discourse Analysis of Senior Travel Insurance TV Adverts. In A. Vicentini and K. Grego (eds), Ageing Issues, Ethics and Ideology: Discursive Reflections and Dissemination Strategies

Many in the tourism industry have begun to realize the significance of the seniors travel market and have started to rethink their marketing strategies with the aim of sharpening their focus on this complex and multifaceted segment. This study investigates how creative strategies and advertising disclosures utilized by UK travel insurance providers have changed in response to this demographic scenario and ‘active ageing’ rhetoric. In seeking to investigate the dominant constructions of mature travellers circulating in British insurance advertising communication, the paper aims to analyze the linguistic and discourse strategies adopted in the insurance firm Avanti campaigns by employing Discourse Analysis as its main approach in a longitudinal perspective. To place the multimodal advertising samples presented throughout this article in their context, an overview of financial services advertising is also provided. After building a case for the uniqueness of financial advertising, a comprehensive literature review of the studies related to the representation of older people in this specific sector will be given. The methodology adopted as well as the selection of data will also be described. The findings, then, will be discussed in the light of the relevant literature. Finally, conclusions will be presented along with guidelines for possible future research. Overall, the contribution offers a linguistic lens for understanding ageing in the context of British consumerism and may be a useful reading for students and scholars of financial services marketing, policy makers and practitioners.