04030nam 22007455 450 991025466320332120200707013924.01-137-58660-510.1057/9781137586605(CKB)3710000000631172(SSID)ssj0001646647(PQKBManifestationID)16417752(PQKBTitleCode)TC0001646647(PQKBWorkID)12298362(PQKB)10627501(DE-He213)978-1-137-58660-5(MiAaPQ)EBC4719891(PPN)228321832(EXLCZ)99371000000063117220160305d2016 u| 0engurnn|008mamaatxtccrAdvertising in the Aging Society Understanding Representations, Practitioners, and Consumers in Japan /by Florian Kohlbacher, Michael Prieler1st ed. 2016.London :Palgrave Macmillan UK :Imprint: Palgrave Macmillan,2016.1 online resource (XXIII, 155 p.) Bibliographic Level Mode of Issuance: Monograph0-230-29339-5 1-349-59291-9 Includes bibliographical references and index.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.MarketingInternational economicsIndustrial procurementInternational business enterprisesLeadershipMarket researchMarketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000International Economicshttps://scigraph.springernature.com/ontologies/product-market-codes/W33000Procurementhttps://scigraph.springernature.com/ontologies/product-market-codes/519040International Businesshttps://scigraph.springernature.com/ontologies/product-market-codes/525000Business Strategy/Leadershiphttps://scigraph.springernature.com/ontologies/product-market-codes/515010Market Research/Competitive Intelligencehttps://scigraph.springernature.com/ontologies/product-market-codes/513030Marketing.International economics.Industrial procurement.International business enterprises.Leadership.Market research.Marketing.International Economics.Procurement.International Business.Business Strategy/Leadership.Market Research/Competitive Intelligence.659.1/042Kohlbacher Florianauthttp://id.loc.gov/vocabulary/relators/aut868678Prieler Michaelauthttp://id.loc.gov/vocabulary/relators/autBOOK9910254663203321Advertising in the Aging Society1939170UNINA