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BL
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| Record Number
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600434
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| Doc. No
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b429653
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| Main Entry
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Prieler, Michael
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| Title & Author
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Advertising in the Aging Society : : Understanding Representations, Practitioners, and Consumers in Japan /\ by Michael Prieler, Florian Kohlbacher.
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| Page. NO
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1 online resource (XXIII, 155 pages)
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| ISBN
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9781137586605
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: 1137586605
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9780230293397
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| Contents
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Cover; Title; Copyright; Dedication; Contents; List of Figures; List of Tables; Foreword; Preface; Acknowledgments; 1 Advertising in the Aging Society: Setting the Stage; Aging societies around the world; Population aging on a global scale; Business implications of the aging society; Japan's aging society; The world's most aged society; Shifting markets; Segmenting the market for older people; The Japanese lead market; Information sources, media effects, and attitudes toward older people; Information sources for older people; Mass media and advertising
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Media effects on (consumer) socializationAttitudes toward older people; 2 Characteristics of Japanese Television Advertising; Introduction to Japanese advertising; Japanese advertising agencies; Advertising media; Specialties of Japanese television advertising; Atmospheric/mood/soft-sell advertisements; 15-second advertisements; Lack of comparative advertising; Advertisements with tarento/celebrities; Advertisements with foreigners; Conclusion; 3 The Representation of Older People in Japanese Television Advertisements; Theoretical framework; Literature review
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Frequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion
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Attitudes in terms of communication objectives and effectiveness of older spokespersonsGeneral views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Implications; 5 Consumer Response to the Portrayal of Older People in Television Advertising; Literature review; Sources of information for older people; Consumer response to the portrayal of older people in television advertisements; Results; Discussion; Implications; 6 Conclusion and Outlook; Representation of older people
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Why are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index
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| Abstract
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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 Societ y presents an insight into advertising practitioners and consumers in Japan
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| Subject
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Advertising-- Japan.
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Older consumers-- Japan.
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| Subject
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Business.
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Marketing.
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Marketing research.
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Leadership.
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Industrial procurement.
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International business enterprises.
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International economic relations.
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Business and Management.
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International Economics.
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Procurement.
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International Business.
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Business Strategy/Leadership.
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Market Research/Competitive Intelligence.
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| Dewey Classification
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658.8
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| LC Classification
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HF5813.J3
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| Added Entry
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Kohlbacher, Florian
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| Added Entry
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Ohio Library and Information Network.
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