By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations around the globe. This demographic shift has colossal results on societies, economies and companies, and therefore additionally for the advertisements undefined. advertisements within the getting older Society provides an perception into ads practitioners and shoppers in Japan.
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Additional info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
2 Characteristics of Japanese Television Advertising This chapter will give a short introduction to Japanese advertising (including advertising agencies, advertising media, and television advertisements) and then introduces some of the so-called specialties of Japanese television advertising and offer common explanations and discussion of these characteristics. We will conclude, however, that most of these “specialties” are actually myths and are not unique to Japan and lack empirical evidence.
In Japan, 30-second versions of most advertisements exist, but they are rather scantly broadcast in comparison to 15-second versions. Johannson (1994) – referring to data from the advertising agency Grey-Daiko – states that 35% of advertisements in the United States are 15 seconds, while this is the case for 79% of advertisements in Japan. , 2009). 4% are of other lengths (based on Nikkei Kokoku Kenkyujo, 2010). Characteristics of Japanese Television Advertising 33 Why do 15-second advertisements predominate?
That is, included in this segment are both age groups younger than the baby boomers as well as age groups that are older. While Japan also has adopted the World Health Organization’s definition of “older person” (kōreisha in Japanese) as 65 years or older, this definition was extended to the 50–64 age segment (called shinia = senior in Japanese) by Japanese advertising agencies (Dentsu Senior Project, 2007; Hakuhodo Elder Business Suishinshitsu, 2006) based on the importance of the baby boom generation (dankai sedai: those born between 1947–1949 or 1951 in Japan) who were in their 50s at that time.
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler
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