Archive for publications, May 2016

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[ecrea] New Book: Advertising in the Aging Society

Tue May 03 12:51:51 GMT 2016




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/

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"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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