Advertising in the Aging Society

Understanding Representations, Practitioners, and Consumers in Japan

Business & Finance, Economics, International Economics, Marketing & Sales
Cover of the book Advertising in the Aging Society by Florian Kohlbacher, Michael Prieler, Palgrave Macmillan UK
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Author: Florian Kohlbacher, Michael Prieler ISBN: 9781137586605
Publisher: Palgrave Macmillan UK Publication: April 8, 2016
Imprint: Palgrave Macmillan Language: English
Author: Florian Kohlbacher, Michael Prieler
ISBN: 9781137586605
Publisher: Palgrave Macmillan UK
Publication: April 8, 2016
Imprint: Palgrave Macmillan
Language: English

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

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