EAN: 9780230293397

ADVERTISING IN THE AGING SOCIETY - FLORIAN KOHL...

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.

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