Titlebook: Advertising in the Aging Society; Understanding Repres Michael Prieler,Florian Kohlbacher Book 2016 The Editor(s) (if applicable) and The A

類似思想

chronicle

Outshine

Locale

ore 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..978-1-349-59291-3978-1-137-58660-5

樣式

Control of Ships and Underwater Vehiclesions (Kohlbacher, Prieler, & Hagiwara, 2011a; Lumpkin & Festervand, 1988; Phillips & Sternthal, 1977; Smith, Moschis, & Moore, 1985). Third, research around the globe (including Japan) on the representation of older people in television advertising finds them to be underrepresented (Prieler, Kohlbac

Condescending

https://doi.org/10.1007/978-1-84882-730-1ext will show whether they are really unique to Japan, as claimed by several articles, or whether they might be based either on the sole referent system of the United States or some form of exoticization by foreigners and/or self-exoticization by the Japanese (see also Prieler, 2008b).

Paleontology

Control of Ships and Underwater Vehiclesr models, even though only for an older target audience. Finally, 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.

癡呆

植物學(xué)

Blood-Vessels

The Representation of Older People in Japanese Television Advertisements,s of around 3,000 television advertisements. The chapter is structured as follows: We first discuss the theoretical background of this study. The following section will give an overview of the important literature on the representation of older people in television advertising and introduce the main