Advertising in the Aging Society

Understanding Representations, Practitioners, and Consumers in Japan

  • Michael Prieler
  • Florian Kohlbacher

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Michael Prieler, Florian Kohlbacher
    Pages 1-20
  3. Michael Prieler, Florian Kohlbacher
    Pages 21-42
  4. Michael Prieler, Florian Kohlbacher
    Pages 43-62
  5. Michael Prieler, Florian Kohlbacher
    Pages 63-84
  6. Michael Prieler, Florian Kohlbacher
    Pages 85-102
  7. Michael Prieler, Florian Kohlbacher
    Pages 103-110
  8. Chuck Nyren
    Pages 111-117
  9. Back Matter
    Pages 118-155

About this book


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 study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.


Advertising aging business consumer demography Japan population population aging

Authors and affiliations

  • Michael Prieler
    • 1
  • Florian Kohlbacher
    • 2
  1. 1.Hallym UniversitySouth Korea
  2. 2.International Business School Suzhou (IBSS)Xi’an Jiaotong-Liverpool University (XJTLU)PR China

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Business and Management
  • Print ISBN 978-1-349-59291-3
  • Online ISBN 978-1-137-58660-5
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods