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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. [ABSTRACT FROM AUTHOR]

We explore the rhetoric and symbolism deployed in the course of selling residential properties at Hobsonville Point, a new development in Auckland. Specifically, we ask what understanding of community is promoted in this development, and how this understanding is represented in promotional material. Our study is informed by analysis of newspaper articles, promotional material and planning/legal documents as well as field observation (2011-2012). We conclude that appealing to a contemporary yearning for nature and social cohesion at an urban coastal location has generated a situation in which community is being 'sold' at Hobsonville Point, yet paradoxically is yet to be found. [ABSTRACT FROM AUTHOR]