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

By Florian Kohlbacher, Michael Prieler

Inhabitants getting older is a robust megatrend affecting many nations around the globe. This demographic shift has large results on societies, economies and companies, and therefore additionally for the advertisements undefined. ads within the getting older Society provides an perception into ads practitioners and shoppers in Japan.

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Additional info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan

Sample text

Taken together, these factors can increase our understanding of how television advertisements Advertising in the Aging Society 17 shape the audience’s perception of social groups, which will be discussed in greater detail in the following section. Media effects on (consumer) socialization Several theories help us to understand the possible effects of the media and advertising on (consumer) socialization. Two theories that are especially helpful for understanding the possible effects of advertising are social cognitive theory and cultivation theory.

Demographic change reflects a global trend affecting not only most of the industrialized nations, but also several of the emerging markets. , 2011; Kohlbacher & Rabe, 2015). According to Clark and associates (2010), “a careful assessment of the impact of population decline and rapid aging in Japan can provide insights and important lessons for the future of Europe and other developed countries” (p. 208) as it is at the forefront of the demographic transition (Muramatsu & Akiyama, 2011). , 2011; Kohlbacher & Rabe, 2015) which can also teach us potential lessons on how to best advertise to older people.

In this context, key words like “ageless marketing” or “age-neutral marketing” (Stroud, 2005; Wolfe & Snyder, 2003), “universal design” as well as “transgenerational design” (Pirkl, 1994, 2011), play a key role. Universally designed products should be usable by everyone regardless of age, including people with age-related restrictions, but they should be so without emphasizing this aspect to avoid putting off younger customers. An interesting example of a transgenerational product is Nintendo’s hugely successful Wii game console which deliberately seeks to bring several generations together through common games and therefore makes it appealing to the whole family, even grandparents.

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