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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 all over the world. This demographic shift has massive results on societies, economies and companies, and therefore additionally for the advertisements 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 this planet, Japan lends itself as quite compatible to review the consequences of inhabitants getting older. This publication exhibits that older humans, and particularly older girls, are hugely underrepresented in advertisements and are quite often portrayed in stereotypical, albeit no longer unavoidably damaging methods. this is often even though advertisements practitioners have a mostly confident view in the direction of utilizing older types, although just for an older audience. eventually the e-book discover how either more youthful and older shoppers understand the illustration of older humans in ads as stereotypical and partially unfavorable, and are prepared to boycott businesses portraying older humans negatively.

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