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Silver Advertising: Elderly People in Japanese TV Ads

In: The Silver Market Phenomenon

Author

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  • M. Prieler

    (German Institute for Japanese Studies)

Abstract

About 10% of Japanese commercials show elderly people. They advertise a relatively small range of product categories, such as pharmaceuticals/health products, financial/insurance plans, and food. Elderly people are the main target group, especially for the first two product categories, and often are the only age group that appears in the ads. In contrast, for products targeted at more age groups or for which elderly people are not the explicit targets, elderly people either do not appear at all, appear in a family setting, or in a more general way as a representative of one generation, e.g., in commercials showing that all generations use the product. This leads to the situation in which only about 20% of commercials with elderly people advertise products that are explicitly for elderly people. The representation and function of elderly people in commercials is not only connected with the age groups they are appearing with, but there also are differences within the representation of elderly people. This is especially the case of male versus female representations, in which the latter are clearly underrepresented. On the whole, most of the findings of this study confirmed previous research results from other parts of the world.

Suggested Citation

  • M. Prieler, 2008. "Silver Advertising: Elderly People in Japanese TV Ads," Springer Books, in: Florian Kohlbacher & Cornelius Herstatt (ed.), The Silver Market Phenomenon, chapter 18, pages 269-277, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-75331-5_18
    DOI: 10.1007/978-3-540-75331-5_18
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