[PDF.00mp] Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan

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

[PDF.sg98] Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan

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 |  2016-04-08 |  2016-04-08 | File type: PDF

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|| ||“Japan is the most advanced of rapidly aging societies, but local advertisers seem to have mostly missed the memo. Maybe wisdom really does come with age, for it is commonly accepted that aging consumers have more wealth, leisure time, interest in trave

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to st...

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