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- W2477070036 abstract "The motivation for this book is grounded in several reasons. First, older people are of interest in our study because of their rapid increase around the world and specifically in Japanese society, as well as their increasing importance as a market segment (Coulmas, 2007; Kohlbacher & Herstatt, 2011). Siano and associates (2013) argue that “Understanding corporate communication strategy takes on critical importance whenever organisations are threatened by environmental changes … that lead to the redefinition of the role of the organisation in relation to its key stakeholders” (p. 151). Demographic change is such an environmental change that requires responses from corporations (Kohlbacher & Matsuno, 2012). Second, mass media in general and television in particular rank prominently among the major sources of information among older people and are tapped for purchasing and consumption decisions (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, Kohlbacher, Hagiwara, & Arima, 2015; Simcock & Sudbury, 2006; Y. B. Zhang et al., 2006) and sometimes even to be portrayed negatively or stereotypically (Prieler, Kohlbacher, Hagiwara, & Arima, 2011a; Zhou & Chen, 1992)." @default.
- W2477070036 created "2016-08-23" @default.
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- W2477070036 date "2016-01-01" @default.
- W2477070036 modified "2023-09-26" @default.
- W2477070036 title "Advertising in the Aging Society: Setting the Stage" @default.
- W2477070036 doi "https://doi.org/10.1057/9781137586605_1" @default.
- W2477070036 hasPublicationYear "2016" @default.
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