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

By Florian Kohlbacher,Michael Prieler

Population getting older is a strong megatrend affecting many nations around the globe. This demographic shift has massive results on societies, economies and companies, and therefore additionally for the ads undefined. ads within the getting older Society offers insights from a large-scale content material research in addition to questionnaire surveys between ads practitioners and shoppers in Japan. because the most old society on the earth, Japan lends itself as really appropriate to check the consequences of inhabitants getting older. This e-book exhibits that older humans, and particularly older girls, are hugely underrepresented in advertisements and are more often than not portrayed in stereotypical, albeit now not unavoidably negative methods. this can be even though ads practitioners have a mostly confident view in the direction of utilizing older versions, even supposing just for an older target market. ultimately the e-book discover how either more youthful and older shoppers understand the illustration of older humans in advertisements as stereotypical and in part destructive, and are prepared to boycott businesses portraying older humans negatively.

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