Contacto
Como comprar
Entrega
Guia de compras
Advertising in the Aging Society
Understanding Representations, Practitioners, and Consumers in Japan
Inglês
142 b
Até 30 dias para devoluções
Os clientes também compraram
/
Livro de capa dura
18.69
€
/
Livro de capa dura
27.94
€
/
Livro de capa dura
50.26
€
/
Capa mole
24.02
€
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.
Sobre o livro
Inglês
Ofereça este livro hoje
É fácil
1 Adicione ao carrinho e escolha Entregar como presente ao finalizar a compra 2 Receberá um vale 3 O livro chegará ao endereço do destinatárioTambém pode estar interessado em
/
Capa mole
17.68
€
/
Capa mole
21.40
€
Olá! Sou o Libroamiko, o seu conselheiro de livros.
Como posso ajudar?