Advertising in the Aging Society

Understanding Representations, Practitioners, and Consumers in Japan

Häftad, Engelska, 2020

Av Florian Kohlbacher, Michael Prieler

739 kr

Beställningsvara. Skickas inom 10-15 vardagar

Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Inbunden

739 kr

Skickas inom 10-15 vardagar

Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

Produktinformation

Utgivningsdatum2020-02-11
Mått140 x 216 x 10 mm
Vikt213 g
FormatHäftad
SpråkEngelska
Antal sidor155
Upplaga2016
FörlagPalgrave Macmillan
ISBN9781349592913

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och ledarskap
Reklam inom Ekonomi och ledarskap
Internationell ekonomi inom Ekonomi och ledarskap
Affärsstrategi inom Ekonomi och ledarskap
Entreprenörskap inom Ekonomi och ledarskap
Projektledning inom Ekonomi och ledarskap

Michael Prieler is Associate Professor in the School of Communication at Hallym University, South Korea. Before this, he worked and studied for several years in Japan. His research focuses on media representations of gender, race/ethnicity, and older people, and has been published in numerous books and international journals.Florian Kohlbacher is an Associate Professor of Marketing and Innovation in the International Business School Suzhou (IBSS) at Xi'an Jiaotong-Liverpool University (XJTLU) in Suzhou, PR China and the Director of the XJTLU Research Institute on Ageing and Society (RIAS). He is also an adjunct fellow at the Institute of Contemporary Asian Studies (ICAS) at Temple University Japan Campus. Previously, Florian was a Senior Research Fellow and Head of the Business and Economics Section at the German Institute for Japanese Studies (DIJ) Tokyo, Japan, where he lived for 11 years.

Table of ContentsList of Tables and Figures Acknowledgements Foreword by Dave McCaughan Preface 1. Advertising in the Aging Society: Setting the Stage 2. Characteristics of Japanese Television Advertising 3. The Representation of Older People in Japanese Television Advertisements 4. Advertising Practitioners' Views on the Use of Older Models 5. Consumer Response to the Portrayal of Older People in Television Advertising 6. Conclusion and Outlook Afterword by Chuck Nyren Appendix 1: Method of Content Analysis Appendix 2: Method of Advertising Agency Survey Appendix 3: Method of Consumer Survey References