By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations all over the world. This demographic shift has titanic results on societies, economies and companies, and therefore additionally for the ads 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
Due to its importance, Dentsu even influences programming, not only indirectly by providing advertisements, but also (as with other big advertising companies) by creating new program ideas for television stations. This is typical for advertising agencies in Japan. For example, another advertising agency, Asatsu-DK, is a famous anime producer that provides TV channels with anime and advertisements (Moeran, 1996). Among its many activities, Dentsu also founded The Yoshida Hideo Memorial Foundation in 1965, a nonprofit organization, named after Yoshida Hideo, the fourth president of the company, which is promoting advertising research to make a contribution to Japan’s economical, industrial, and cultural advancement.
Tse, Belk & Zhou (1989) have shown that the informational content of Chinese advertisements is relatively high, and emotional advertisements are seldom used, whereas in Hong Kong informational content is very low. Taiwan is in the middle of these two countries’ results. Based on their findings in these three areas within Chinese culture, it seems there is no real cultural explanation for the informational content of advertisements, though there is an economic one. Holden (2002) also refers, in a comparison of Japanese and Malaysian television advertisements, to the connection between different advertising formats and the economic and political stages of societies.
Comparative advertising has been allowed in Japan since the Japan Fair Trade Commission (FTC) lifted a ban on it in 1987 (Mooney, 2000).
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler