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Palgrave Macmillan

Advertising in the Aging Society

Understanding Representations, Practitioners, and Consumers in Japan

ISBN 9780230293397
Publication Date February 2016
Formats No other formats available
Publisher Palgrave Macmillan

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.

Michael Prieler is Associate Professor in the School of Communication at Hallym University, South Korea. Before this, he worked and studied for several years in Japan. His research focuses on media representations of gender, race/ethnicity, and older people, and has been published in numerous books and international journals.

Florian Kohlbacher is an Associate Professor of Marketing and Innovation in the International Business School Suzhou (IBSS) at Xi'an Jiaotong-Liverpool University (XJTLU) in Suzhou, PR China and the Director of the XJTLU Research Institute on Ageing and Society (RIAS). He is also an adjunct fellow at the Institute of Contemporary Asian Studies (ICAS) at Temple University Japan Campus. Previously, Florian was a Senior Research Fellow and Head of the Business and Economics Section at the German Institute for Japanese Studies (DIJ) Tokyo, Japan, where he lived for 11 years.

Table of Contents
List of Tables and Figures
Foreword by Dave McCaughan
1. Advertising in the Aging Society: Setting the Stage 
2. Characteristics of Japanese Television Advertising 
3. The Representation of Older People in Japanese Television Advertisements 
4. Advertising Practitioners' Views on the Use of Older Models 
5. Consumer Response to the Portrayal of Older People in Television Advertising 
6. Conclusion and Outlook
Afterword by Chuck Nyren
Appendix 1: Method of Content Analysis
Appendix 2: Method of Advertising Agency Survey
Appendix 3: Method of Consumer Survey


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