By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations world wide. This demographic shift has large results on societies, economies and companies, and hence additionally for the ads undefined. ads within the getting older Society offers an perception into ads practitioners and shoppers in Japan.
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Extra resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
400). Namba (2002) writes that already in the 1990s the trend of atmospheric advertisements had ended and was followed by serialized advertisements. Such changes can also be seen in recent research. 7% in 2007) in Japan. 4% in 2007). That advertising is steadily changing is shown very well in a study that compared print advertisements from 1978 and 2005 (Okazaki & Mueller, 2008) in which the authors found that Japanese advertisements have become more direct and persuasive, while US Characteristics of Japanese Television Advertising 31 advertisements have become more benefit-oriented, with a softer touch.
2009). 4% are of other lengths (based on Nikkei Kokoku Kenkyujo, 2010). Characteristics of Japanese Television Advertising 33 Why do 15-second advertisements predominate? Many Japan experts and advertising executives explain the brevity of these advertisements in terms similar to those used to explain the usage of soft-selling, connecting it to Japan’s being a high-context culture and to Japanese fondness for short forms, like haiku (a very short form of Japanese poetry). It is said that the Japanese understand one another without many words or much explanation (for a discussion, see Mooney, 2000).
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. This was confirmed by publications of major Japanese agencies (Dentsu Senior Project, 2007; Hakuhodo, 2003), our interviews and the pre-test, as well as marketing research in Japan (Kohlbacher & Chéron, 2012; Murata, 2012). In many cases, 65 also marks the time of transition into retirement, an important phase in a person’s life, which also makes itself useful for segmentation purposes (Burnett, 1989; Kohlbacher, 2011).