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Advertising in the Aging Society: Understanding by Florian Kohlbacher,Michael Prieler

By Florian Kohlbacher,Michael Prieler

Population getting older is a robust megatrend affecting many nations worldwide. This demographic shift has massive results on societies, economies and companies, and hence additionally for the advertisements undefined. ads within the getting older Society provides insights from a large-scale content material research in addition to questionnaire surveys between advertisements practitioners and shoppers in Japan. because the most old society on the earth, Japan lends itself as fairly appropriate to review the consequences of inhabitants getting older. This e-book indicates that older humans, and particularly older girls, are hugely underrepresented in ads and are normally portrayed in stereotypical, albeit now not inevitably adverse methods. this can be although advertisements practitioners have a regularly confident view in the direction of utilizing older types, although just for an older target market. eventually the booklet discover how either more youthful and older shoppers understand the illustration of older humans in ads as stereotypical and partially adverse, and are keen to boycott businesses portraying older humans negatively.

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