[ecrea] New Book: Advertising in the Aging Society

NEW BOOK:

Michael Prieler & Florian Kohlbacher (2016). Advertising in the Aging 
Society: Understanding Representations, Practitioners, and Consumers in 
Japan. Basingstoke, UK: Palgrave Macmillan.

About the book:

/Advertising in the Aging Society/ uses large-scale content analysis and 
questionnaire surveys to present insights into the impact of aging 
populations on the advertising industry. As the most aged society in the 
world, Japan demonstrates that the implications of population aging upon 
societies, businesses, and economies are vast. This book specifically 
explores the role of older people in advertising, examining the views 
among advertising practitioners and consumers in Japan. Using original 
research, this ground-breaking book analyzes how older people are 
represented in advertising, how they are perceived by consumers, and 
what this means for companies who include or exclude older people in 
their marketing campaigns.


Selected Endorsements:

"/Advertising in the Aging Society/presents a refreshing and rare 
combination of theory-driven, data-rich research complete with clear 
implications for advertising practice. After analysis of nearly 3,000 
television advertisements, 185 advertising practitioners' survey 
responses, and 1,834 audience surveys, the authors provide insightful 
advice regarding the effects, effectiveness, and ethics of portraying 
'silver' citizens in advertising. Scholars and practitioners within 
Japan and beyond will find the research and conclusions to be 
interesting and valuable. The approach is a model for conducting 
multi-method research within a cultural context - content, creators, and 
consumers are all examined within one volume. The book is a first in 
what should be a growing body of knowledge about our oldest audience."

/Michelle R. Nelson, Associate Professor of Advertising, University of 
Illinois at Urbana-Champaign/

/
/

"Japan is leading the way in terms of demographic change. Prieler and 
Kohlbacher are leading the way in terms of academic research on 
advertising in an aging society. I congratulate them on filling an 
important gap in the literature on older consumers and advertising 
research."

/George Moschis, Alfred Bernhardt Research Professor of Marketing and 
the founding director of the Center for Mature Consumer Studies (CMCS) 
at Georgia State University/

"The world is changing, and aging. As Prieler and Kohlbacher note, by 
the year 2050 around 25% of the developed world's population will be 
over 65. Japan is leading this trend as 'the world's most advanced aging 
society' and this book is a fascinating study of how advertisers and 
consumers in Japan are dealing with an aging consumer segment. The 
lessons learned by marketers and advertisers in Japan, and covered in 
detail in this book, will lead the rest of the world in shaping how we 
represent and create messages for the world's most rapidly expanding 
demographic."

/Katherine T. Frith, co-author of Advertising and Societies: Global 
Issues, Professor of Advertising, Southern Illinois University/

"/Advertising in the Aging Society /covers a significant topic, since 
the demographic of older people is increasing around the world and is 
becoming more crucial as an advertising market. This book skillfully 
highlights ethical considerations in how to represent older people 
adequately, and it is one of the few studies that triangulates data from 
advertising practitioners with content and consumer information."

/Jörg Matthes, Director and Professor, Department of Communication, 
University of Vienna/


More information:

http://www.palgrave.com/us/book/9780230293397#aboutBook

https://www.amazon.co.uk/Advertising-Aging-Society-Understanding-Representations/dp/0230293395?ie=UTF8&*Version*=1&*entries*=0

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