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Advertising in the Aging Society

Understanding Representations, Practitioners, and Consumers in Japan

Gebonden Engels 2016 9780230293397
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9780230293397
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan UK

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Inhoudsopgave

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

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        Advertising in the Aging Society