Advertising In The Aging Society: Understanding Representations, Practitioners, And Consumers In Japan by Florian KohlbacherAdvertising In The Aging Society: Understanding Representations, Practitioners, And Consumers In Japan by Florian Kohlbacher

Advertising In The Aging Society: Understanding Representations, Practitioners, And Consumers In…

byFlorian Kohlbacher, Michael Prieler

Hardcover | March 8, 2016

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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 an insight into advertising practitioners and consumers in Japan.

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 Ko...
Title:Advertising In The Aging Society: Understanding Representations, Practitioners, And Consumers In…Format:HardcoverDimensions:155 pages, 21.6 × 14 × 0.01 inPublished:March 8, 2016Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230293395

ISBN - 13:9780230293397

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Table of Contents

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

Editorial Reviews

"Japan isthe most advanced of rapidly aging societies, but local advertisers seem tohave mostly missed the memo. Maybe wisdom really does come with age, for it iscommonly accepted that aging consumers have more wealth, leisure time, interestin travel and the wherewithal for romance (and that other thing) than theirjuniors, yet shallow stereotyping continues in advertising. Advertising inthe Aging Society is a well-constructed antidote for this marketing myopia,using Japan as the tutorial for other maturing markets, and may well acceleratethe careers of those advertising practitioners who open their eyes to theinsights within." (Bob Kerwin, formerChairman of Dentsu Young & Rubicam, Tokyo)"The worldis changing, and aging. As Prieler and Kohlbacher note, by the year 2050 around25% of the developed world's population will be over 65. Japan is leading thistrend as 'the world's most advanced aging society' and this book is afascinating study of how advertisers and consumers in Japan are dealing with anaging consumer segment. The lessons learned by marketers and advertisers inJapan, and covered in detail in this book, will lead the rest of the world inshaping how we represent and create messages for the world's most rapidlyexpanding demographic." (Katherine T.Frith, co-author of Advertising and Societies: Global Issues, Professor ofAdvertising, Southern Illinois University)"Advertisingin the Aging Society covers a significant topic, since the demographic ofolder people is increasing around the world and is becoming more crucial as anadvertising market. This book skillfully highlights ethical considerations inhow to represent older people adequately, and it is one of the few studies thattriangulates data from advertising practitioners with content and consumerinformation." (Jörg Matthes, Directorand Professor, Department of Communication, University of Vienna)"This is avery exciting book. Japanese advertising practitioners should listen carefullyto Prieler and Kohlbacher's messages. They have implications for advertisingaround the world as population's aging is a global megatrend." (Setsuo Sakamoto, Executive Producer,Institute of Elder Knowledge and New Adult Culture, HAKUHODO Inc.)"When I gotmy first job with an advertising agency, I was told that creating ads was ayoung man's game. But that was yesterday, a long time ago. In countries withaging populations, how to advertise to older affluent consumers who make up anincreasingly large demographic is becoming an urgent priority for advertisers andagencies alike. Nowhere is this more true than in Japan, the world's mostrapidly aging society. Michael Prieler and Florian Kohlbacher's Advertisingin the Aging Society: Understanding Representations, Practitioners, andConsumers in Japan is an indispensable resource for anyone confronting thisissue - and not just in Japan." (JohnMcCreery, author of Japanese Consumer Behaviour, Partner at The Word Works,Ltd.)"Thisbook, focusing on advertisers and their mature audiences, unpacks the complexrelationship between the sources and targets of marketing in a rapidly agingsociety. That it does so in Japan, a country on the leading edge of thisdemographic transition, makes it a prescient account of what the remainder ofthe world might expect. The picture painted by the empirical results is a mixedone--progress is being made but lagging behind the demographic reality ofaccelerated population aging. These contributions make the book a valuableaddition for media, gerontology, and cultural scholars, as well as thepurveyors of messages to older consumers." (Merril D. Silverstein, MarjorieCantor Professor of Aging Studies, Syracuse University)"Japanis leading the way in terms of demographic change. Prieler and Kohlbacher areleading the way in terms of academic research on advertising in an agingsociety. I congratulate them on filling an important gap in the literature onolder consumers and advertising research." (George Moschis, Alfred BernhardtResearch Professor of Marketing and the founding director of the Center forMature Consumer Studies (CMCS) at Georgia State University)"Communicatingto seniors is a universal challenge that every marketer will face if theyhaven't done so already. The world grows older every day. So does itspopulation. Japan is testament to that fact, as the most aged society, the veryfirst live case study. The world can learn a lot from what is happening inJapan at the moment and this book admirably demonstrates the issues formarketers." (Aki Kubo, Chairman, Group Representative, Ogilvy & MatherJapan)"Advertisingin the Aging Society presents a refreshing and rare combination oftheory-driven, data-rich research complete with clear implications foradvertising practice. After analysis of nearly 3,000 television advertisements,185 advertising practitioners' survey responses, and 1,834 audience surveys,the authors provide insightful advice regarding the effects, effectiveness, andethics of portraying "silver" citizens in advertising. Scholars andpractitioners within Japan and beyond will find the research and conclusions tobe interesting and valuable. The approach is a model for conductingmulti-method research within a cultural context - content, creators, andconsumers - are all examined within one volume. The book is a first in whatshould be a growing body of knowledge about our oldest audience." (Michelle R.Nelson, Associate Professor of Advertising, University of Illinois at Urbana-Champaign)