Advertising in the Aging Society

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