Advertising in the Aging Society is popular PDF and ePub book, written by Florian Kohlbacher in 2016-04-08, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Advertising in the Aging Society can be Read Online from any device for your convenience.
Advertising in the Aging Society Book PDF Summary
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.
Detail Book of Advertising in the Aging Society PDF
- Author : Florian Kohlbacher
- Release : 08 April 2016
- Publisher : Springer
- ISBN : 9781137586605
- Genre : Business & Economics
- Total Page : 179 pages
- Language : English
- PDF File Size : 15,9 Mb
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