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Table of Contents
Cover; Title; Copyright; Dedication; Contents; List of Figures; List of Tables; Foreword; Preface; Acknowledgments; 1 Advertising in the Aging Society: Setting the Stage; Aging societies around the world; Population aging on a global scale; Business implications of the aging society; Japan's aging society; The world's most aged society; Shifting markets; Segmenting the market for older people; The Japanese lead market; Information sources, media effects, and attitudes toward older people; Information sources for older people; Mass media and advertising.
Media effects on (consumer) socializationAttitudes toward older people; 2 Characteristics of Japanese Television Advertising; Introduction to Japanese advertising; Japanese advertising agencies; Advertising media; Specialties of Japanese television advertising; Atmospheric/mood/soft-sell advertisements; 15-second advertisements; Lack of comparative advertising; Advertisements with tarento/celebrities; Advertisements with foreigners; Conclusion; 3 The Representation of Older People in Japanese Television Advertisements; Theoretical framework; Literature review.
Frequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion.
Attitudes in terms of communication objectives and effectiveness of older spokespersonsGeneral views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Implications; 5 Consumer Response to the Portrayal of Older People in Television Advertising; Literature review; Sources of information for older people; Consumer response to the portrayal of older people in television advertisements; Results; Discussion; Implications; 6 Conclusion and Outlook; Representation of older people.
Why are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index.
Media effects on (consumer) socializationAttitudes toward older people; 2 Characteristics of Japanese Television Advertising; Introduction to Japanese advertising; Japanese advertising agencies; Advertising media; Specialties of Japanese television advertising; Atmospheric/mood/soft-sell advertisements; 15-second advertisements; Lack of comparative advertising; Advertisements with tarento/celebrities; Advertisements with foreigners; Conclusion; 3 The Representation of Older People in Japanese Television Advertisements; Theoretical framework; Literature review.
Frequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion.
Attitudes in terms of communication objectives and effectiveness of older spokespersonsGeneral views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Implications; 5 Consumer Response to the Portrayal of Older People in Television Advertising; Literature review; Sources of information for older people; Consumer response to the portrayal of older people in television advertisements; Results; Discussion; Implications; 6 Conclusion and Outlook; Representation of older people.
Why are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index.