By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a strong megatrend affecting many nations worldwide. This demographic shift has great results on societies, economies and companies, and therefore additionally for the advertisements undefined. ads within the getting older Society provides an perception into advertisements practitioners and shoppers in Japan.
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Extra resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
For example, Ramaprasad and Hasegawa (1992) found that 22% are comparative in the United States, while only 10% in Japan. Comparative advertising has been allowed in Japan since the Japan Fair Trade Commission (FTC) lifted a ban on it in 1987 (Mooney, 2000).
We have followed in this book this more inclusive definition of older people which is used by Japanese advertising agencies. The 50+ definition is also commonly used in academic advertising and marketing research and in business practices, both in Japan and other countries, though it is by no means a homogeneous market segment (Carrigan & Szmigin, 2000b; Yoon & Powell, 2012). In order to acknowledge possible differences between the 50–64 and the 65+ age group, we have followed the accepted way of splitting our samples into these age groups.
1% are 30 seconds (based on Nikkei Kokoku Kenkyujo, 2010). This finding is not surprising since companies pay for whole advertising breaks during programs in the case of program commercials, so the length of their advertisements makes no actual difference to them, while in the case of spot commercials it is cheaper to use shorter advertisements. Specialties of Japanese television advertising In the following we will discuss the most frequent specialties of Japanese television advertisements as mentioned in the literature.
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler