Advertising in the Aging Society PDF
By:M. Prieler,F. Kohlbacher
Published on 2016-04-08 by Springer
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.
This Book was ranked at 14 by Google Books for keyword Advertising.
Book ID of Advertising in the Aging Society's Books is dMLtCwAAQBAJ, Book which was written byM. Prieler,F. Kohlbacherhave ETAG "CvGcf6w2ciM"
Book which was published by Springer since 2016-04-08 have ISBNs, ISBN 13 Code is 9781137586605 and ISBN 10 Code is 1137586605
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Book which have "155 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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