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100   $a20160305d2016      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt
182   $cc
183   $acr
200 10$aAdvertising in the Aging Society $eUnderstanding Representations, Practitioners, and Consumers in Japan /$fby Florian Kohlbacher, Michael Prieler
205   $a1st ed. 2016.
210  1$aLondon :$cPalgrave Macmillan UK :$cImprint: Palgrave Macmillan,$d2016.
215   $a1 online resource (XXIII, 155 p.) 
300   $aBibliographic Level Mode of Issuance: Monograph
311   $a0-230-29339-5 
311   $a1-349-59291-9 
320   $aIncludes bibliographical references and index.
330   $aPopulation 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.
606   $aMarketing
606   $aInternational economics
606   $aIndustrial procurement
606   $aInternational business enterprises
606   $aLeadership
606   $aMarket research
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aInternational Economics$3https://scigraph.springernature.com/ontologies/product-market-codes/W33000
606   $aProcurement$3https://scigraph.springernature.com/ontologies/product-market-codes/519040
606   $aInternational Business$3https://scigraph.springernature.com/ontologies/product-market-codes/525000
606   $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010
606   $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030
615  0$aMarketing.
615  0$aInternational economics.
615  0$aIndustrial procurement.
615  0$aInternational business enterprises.
615  0$aLeadership.
615  0$aMarket research.
615 14$aMarketing.
615 24$aInternational Economics.
615 24$aProcurement.
615 24$aInternational Business.
615 24$aBusiness Strategy/Leadership.
615 24$aMarket Research/Competitive Intelligence.
676   $a659.1/042
700   $aKohlbacher$b Florian$4aut$4http://id.loc.gov/vocabulary/relators/aut$0868678
702   $aPrieler$b Michael$4aut$4http://id.loc.gov/vocabulary/relators/aut
906   $aBOOK
912   $a9910254663203321
996   $aAdvertising in the Aging Society$91939170
997   $aUNINA