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

By Florian Kohlbacher, Michael Prieler

Inhabitants getting older is a strong megatrend affecting many nations world wide. This demographic shift has mammoth results on societies, economies and companies, and hence additionally for the ads undefined. advertisements within the getting older Society provides an perception into advertisements practitioners and shoppers in Japan.

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

Sample text

D. , 2004). This is true in Japan, where no other medium is consumed as frequently and by so many people as television, especially by older cohorts (Shiraishi, 2008). 7% for newspapers (Nihon Shimbun Kyokai, 2010). A TV set can be found in nearly 100% of Japanese households. In 2005, the average daily television viewing time was 3 hours 43 minutes. Men in the 50–59 age group watch less than average at only 3 hours 23 minutes per day, while all other older-age groups watch more TV than other age groups in Japan.

That advertising is steadily changing is shown very well in a study that compared print advertisements from 1978 and 2005 (Okazaki & Mueller, 2008) in which the authors found that Japanese advertisements have become more direct and persuasive, while US Characteristics of Japanese Television Advertising 31 advertisements have become more benefit-oriented, with a softer touch. 8% within all advertisements. , 2010) found in another study that soft-sell (but partly also hard-sell) appeals are perceived similarly across the United States and Japan in terms of believability, the degree to which they are irritating, and the attitude toward the advertisement.

1) and the biggest player in advertising in Japan. Together with Hakuhodo and Asatsu-DK, Dentsu dominates the advertising market. For companies that want to advertise in expensive mediums, such as television, it is nearly impossible to ignore these big players. Advertising agencies have to buy time blocks in advance, so it is no wonder that, especially for advertisements aired during primetime programs, only the “big players” can afford such investments, leading to an oligopoly in this area. Y.

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