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Centre for Policy on Ageing | |
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The representation of older people in television advertisements and social change
— the case of Japan | | Author(s) | Michael Prieler, Florian Kohlbacher, Shigeru Hagiwara |
| Journal title | Ageing and Society, vol 35, no 4, April 2015 |
| Publisher | Cambridge University Press, April 2015 |
| Pages | pp 865-887 |
| Source | journals.cambridge.org/aso |
| Keywords | Advertising ; Television [media] ; Attitudes to the old of general public ; Social change ; Japan. |
| Annotation | The representation of social groups in advertising has been a major concern in academia. However, research focusing on older people has been scant and mainly conducted in Western countries. In Japan, the country that has been most affected by demographic change, this are of research has received little attention. Through a content analysis of a systematic sample of 2,972 television advertisements broadcast on the five major commercial television stations in Japan in 1997 and 2007, this paper examines changes in the representation of older people in Japanese television advertising. When comparing 2007 to 1997, it was found that older people appeared more often, were increasingly alone and in major roles, and were portrayed in more favourable ways, which suggests that their status changed. These changes appear to be related to the fact that older people have become more important within Japanese society. However, some aspects have remained unchanged; older people continue to be under-represented, which does not reflect demographic reality, and are used in advertisements for foods and beverages, confirming findings from previous studies. These findings indicate that the representation of older people in Japanese television advertising has changed but remains unrealistic. (RH). |
| Accession Number | CPA-150623030 A |
| Classmark | WV: UKL: TOB: TMH: 7DT |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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