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000762882 019__ $$a945736369$$a946358297$$a946699729$$a962353300
000762882 020__ $$a9781137586605
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000762882 0247_ $$a10.1057/9781137586605$$2doi
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000762882 050_4 $$aHF5410-5417.5
000762882 08204 $$a658.8$$223
000762882 1001_ $$aPrieler, Michael,$$eauthor.
000762882 24510 $$aAdvertising in the Aging Society :$$bUnderstanding Representations, Practitioners, and Consumers in Japan /$$cby Michael Prieler, Florian Kohlbacher.
000762882 264_1 $$aLondon :$$bPalgrave Macmillan UK :$$bImprint :$$bPalgrave Macmillan,$$c2016.
000762882 300__ $$a1 online resource (xxiii, 155 pages)
000762882 336__ $$atext$$btxt$$2rdacontent
000762882 337__ $$acomputer$$bc$$2rdamedia
000762882 338__ $$aonline resource$$bcr$$2rdacarrier
000762882 347__ $$atext file$$bPDF$$2rda
000762882 504__ $$aIncludes bibliographical references.
000762882 5050_ $$aCover; Title; Copyright; Dedication; Contents; List of Figures; List of Tables; Foreword; Preface; Acknowledgments; 1 Advertising in the Aging Society: Setting the Stage; Aging societies around the world; Population aging on a global scale; Business implications of the aging society; Japan's aging society; The world's most aged society; Shifting markets; Segmenting the market for older people; The Japanese lead market; Information sources, media effects, and attitudes toward older people; Information sources for older people; Mass media and advertising.
000762882 5058_ $$aMedia 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.
000762882 5058_ $$aFrequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion.
000762882 5058_ $$aAttitudes 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.
000762882 5058_ $$aWhy are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index.
000762882 506__ $$aAccess limited to authorized users.
000762882 520__ $$aPopulation aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Societ y presents an insight into advertising practitioners and consumers in Japan.
000762882 650_0 $$aBusiness.
000762882 650_0 $$aMarketing.
000762882 650_0 $$aMarketing research.
000762882 650_0 $$aLeadership.
000762882 650_0 $$aIndustrial procurement.
000762882 650_0 $$aInternational business enterprises.
000762882 650_0 $$aInternational economic relations.
000762882 7001_ $$aKohlbacher, Florian,$$eauthor.
000762882 77608 $$iPrint version:$$z9781349592913
000762882 852__ $$bebk
000762882 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1057/9781137586605$$zOnline Access$$91397441.1
000762882 909CO $$ooai:library.usi.edu:762882$$pGLOBAL_SET
000762882 980__ $$aEBOOK
000762882 980__ $$aBIB
000762882 982__ $$aEbook
000762882 983__ $$aOnline
000762882 994__ $$a92$$bISE