Silver Advertising: Elderly People in Japanese TV Ads

M. Prieler
Additional contact information
M. Prieler: German Institute for Japanese Studies

Chapter 18 in The Silver Market Phenomenon, 2008, pp 269-277 from Springer

Abstract: Abstract About 10% of Japanese commercials show elderly people. They advertise a relatively small range of product categories, such as pharmaceuticals/health products, financial/insurance plans, and food. Elderly people are the main target group, especially for the first two product categories, and often are the only age group that appears in the ads. In contrast, for products targeted at more age groups or for which elderly people are not the explicit targets, elderly people either do not appear at all, appear in a family setting, or in a more general way as a representative of one generation, e.g., in commercials showing that all generations use the product. This leads to the situation in which only about 20% of commercials with elderly people advertise products that are explicitly for elderly people. The representation and function of elderly people in commercials is not only connected with the age groups they are appearing with, but there also are differences within the representation of elderly people. This is especially the case of male versus female representations, in which the latter are clearly underrepresented. On the whole, most of the findings of this study confirmed previous research results from other parts of the world.

Keywords: Elderly People; Product Category; Family Setting; Female Representation; Advertise Product (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-75331-5_18

Ordering information: This item can be ordered from
http://www.springer.com/9783540753315

DOI: 10.1007/978-3-540-75331-5_18

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().