Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

Abstract

This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of older models by product category. We find that these opinions are rather positive. The intention to use a larger number of older models is affected by the perceived effectiveness of older spokespersons and the expected increase in older models and client interest. When targeting an older audience, older spokespersons are seen as particularly effective for the product category of health/medical, but for a general audience it is financial services/insurance. Regardless of product category, they are perceived more effective when targeting an older versus a general audience and when targeting aged 50–64 versus 65 plus.

Keywords::

• advertising
• advertising agency
• aging society
• Japan
• older models
• stereotypes

Acknowledgements

We would like to thank the Yoshida Hideo Memorial Foundation for its financial support and Yuko Horiuchi for her help in conducting the survey.

Additional information

Notes on contributors

Florian Kohlbacher

Florian Kohlbacher is a senior research fellow at the German Institute for Japanese Studies (DIJ) in Tokyo, Japan.

Michael Prieler

Michael Prieler is an associate professor in the School of Communication at Hallym University, South Korea.

Shigeru Hagiwara

Shigeru Hagiwara is a professor of the Department of Contemporary Communication, St. Margaret's Junior College, Tokyo, Japan.