Japan's demographic revolution? A study of advertising practitioners' views on stereotypes |
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Authors: | Florian Kohlbacher Michael Prieler Shigeru Hagiwara |
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Institution: | 1. German Institute for Japanese Studies (DIJ), Jochi Kioizaka Bldg. 2F, 7-1 Kioicho, Chiyoda-ku, Tokyo 102-0094, Japan;2. School of Communication, Hallym University, Dasan Hall #507, Hallym University Road 1, Chuncheon 200-702, South Korea;3. Institute for Media and Communications Research, Keio University, Mita 2-15-45, Minato-ku, Tokyo 108-8345, Japan |
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Abstract: | This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of older models by product category. We find that these opinions are rather positive. The intention to use a larger number of older models is affected by the perceived effectiveness of older spokespersons and the expected increase in older models and client interest. When targeting an older audience, older spokespersons are seen as particularly effective for the product category of health/medical, but for a general audience it is financial services/insurance. Regardless of product category, they are perceived more effective when targeting an older versus a general audience and when targeting aged 50–64 versus 65 plus. |
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Keywords: | advertising advertising agency aging society Japan older models stereotypes |
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