Florian Kohlbacher,Michael Prieler's Advertising in the Aging Society: Understanding PDF

By Florian Kohlbacher,Michael Prieler

ISBN-10: 0230293395

ISBN-13: 9780230293397

Population getting older is a strong megatrend affecting many nations around the globe. This demographic shift has giant results on societies, economies and companies, and therefore additionally for the advertisements undefined. advertisements within the getting older Society provides insights from a large-scale content material research in addition to questionnaire surveys between ads practitioners and shoppers in Japan. because the most elderly society on the planet, Japan lends itself as relatively appropriate to check the results of inhabitants getting older. This publication indicates that older humans, and particularly older ladies, are hugely underrepresented in advertisements and are commonly portrayed in stereotypical, albeit no longer inevitably destructive methods. this can be even though advertisements practitioners have a as a rule optimistic view in the direction of utilizing older types, even supposing just for an older audience. ultimately the publication discover how either more youthful and older shoppers understand the illustration of older humans in advertisements as stereotypical and partially damaging, and are prepared to boycott businesses portraying older humans negatively.

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Read e-book online Advertising in the Aging Society: Understanding PDF

Inhabitants getting older is a strong megatrend affecting many nations all over the world. This demographic shift has giant results on societies, economies and companies, and therefore additionally for the ads undefined. ads within the getting older Society offers insights from a large-scale content material research in addition to questionnaire surveys between ads practitioners and shoppers in Japan.

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Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher,Michael Prieler


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