By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations world wide. This demographic shift has significant results on societies, economies and companies, and therefore additionally for the ads undefined. advertisements within the getting older Society offers an perception into advertisements practitioners and shoppers in Japan.
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Extra info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
On the other hand, Japanese companies often engage different advertising agencies for different media or give different products to different advertising agencies during the course of individual advertising campaigns. One reason that single agencies take on competing accounts might be simply that the advertising industry is highly concentrated, with only a few big players. This practice may have implications for Japanese advertising, as we will show in a following section. 2). 1% overall, since promotional advertisements include several types of advertisements.
In addition, Johansson (1994) asserts that products that become more similar to other products should be advertised with softsell approaches to add value and image to their brands. It should also not be forgotten that atmospheric advertisements are used when consumers already know about the qualities and characteristics of products (Dallmann, 1998), which brings us to the next point. (g) Information is provided by other sources. Advertising in Japan might not have to give much information, since people also get information from sources such as magazines, brochures, and, especially, retail stores.
Soeda (1978) and later Koyano (1989) explain this seemingly contradictory behavior with the Japanese concepts of tatemae and honne. Tatemae is the behavior shown in public, which is culturally accepted and expected based on position or circumstance, while honne is a person’s true feelings. In other words, Koyano (1989) argues that respect for older people is only tatemae and is only a custom without substance while the honne of the Japanese is their negative attitudes toward older people. In addition, such contradictions might be connected with attitudes in the past versus those in the present.