Advertising in the Aging Society Understanding Representations, Prac
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 insig
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ers a significant topic, since the demographic of older people is increasing around the world and is becoming more crucial as an advertising market. This book skillfully highlights ethical considerations in how to represent older people adequately, and it is one of the few studies that triangulates data from advertising practitioners with content and consumer information.” Jörg Matthes, Director and Professor, Department of Communication, University of Vienna “Japan is leading the way in terms of demographic change. Prieler and Kohlbacher are leading the way in terms of academic research on advertising in an aging society. I congratulate them on filling an important gap in the literature on older consumers and advertising research.” George Moschis, Alfred Bernhardt Research Professor of Marketing and the founding director of the Center for Mature Consumer Studies (CMCS) at Georgia State University “This is a very exciting book. Japanese advertising practitioners should listen carefully to Prieler and Kohlbacher’s messages. They have implications for advertising around the world as population’s aging is a global megatrend.” Setsuo Sakamoto, Executive Producer, Institute of Elder Knowledge and New Adult Culture, HAKUHODO Inc. “When I got my first job with an advertising agency, I was told that creating ads was a young man’s game. But that was yesterday, a long time ago. In countries with aging populations, how to advertise to older affluent consumers who make up an increasingly large demographic is becoming an urgent priority for advertisers and agencies alike. Nowhere is this more true than in Japan, the world’s most rapidly aging society. Michael Prieler and Florian Kohlbacher’s Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan is an indispensable resource for anyone confronting this issue – and not just in Japan.” John McCreery, author of Japanese Consumer Behaviour, Partner at The Word Works, Ltd. “Communicating to seniors is a universal challenge that every marketer will face if they haven’t done so already. The world grows older every day. So does its population. Japan is testament to that fact, as the most aged society, the very first live case study. The world can learn a lot from what is happening in Japan at the moment and this book admirably demonstrates the issues for marketers.” Aki Kubo, Chairman, Group Representative, Ogilvy & Mather Japan
Advertising in the Aging Society Understanding Representations, Practitioners, and Consumers in Japan Michael Prieler Hallym University, South Korea and
Florian Kohlbacher International Business School Suzhou (IBSS), Xi’an Jiaotong-Liverpool University (XJTLU), PR China
© Michael Prieler and Florian Kohlbacher 2016 Foreword © Dave McCaughan 2016 Afterword © Chuck Nyren 2016 Softcover reprint of the hardcover 1st edition 2016 978-0-230-29339-7 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied o
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