By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a strong megatrend affecting many nations world wide. This demographic shift has titanic results on societies, economies and companies, and therefore additionally for the ads undefined. advertisements within the getting older Society offers an perception into ads practitioners and shoppers in Japan.
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Extra resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
3). As a matter of fact, older people hold a disproportionately large amount of personal financial assets, with those in their 50s and 60s owning 21% and 31% respectively of the total, and those aged 70+ holding 28%. This means that people aged 50+ hold about 80% of the total personal financial assets in Japan (Nikkei Weekly, 2010). Furthermore, the older Japanese generally have nearly no debt and own the property where they live. However, this does not apply to all of Japan’s older people, and the number of poorer older people is expected to rise in the future (Fukawa, 2008; Kohlbacher & Weihrauch, 2009).
This new system totally changed the style of Japanese advertisements (Kawashima, 2006). Though it is unclear what the reasons for that change were, it might have simply been a way of increasing television station revenue in a time shortly after all of Japan’s current television stations started broadcasting and at a moment when a lot of new investment in airtime was necessary. Since 30-second spots had been normal in Japan prior to 1961, one has to question whether cultural explanations of 15-second spots suffice.
Robinson, Skill, & Turner, 2004). Among the various mass media, television viewing is a favorite pastime, and older people watch more television than other age groups; furthermore, they watch programs that provide information at higher rates than do younger adults (Gunter, 1998; Harwood, 2007; Nussbaum, Pecchioni, Robinson, & Thompson, 2000; J. D. , 2004). This is true in Japan, where no other medium is consumed as frequently and by so many people as television, especially by older cohorts (Shiraishi, 2008).
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler