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

Abstract

AbstractThis 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.