Public lecture video by Institute of Contemporary Asian Studies (ICAS). This lecture was held on March 25, 2016. Speakers were Florian Kohlbacher, ICAS Adjunct Fellow, Adjunct Professor in International Business at Temple University Japan Campus, International Business School Suzhou (IBSS), Xi’an Jiaotong-Liverpool University (XJTLU) and Akihiko Kubo, Chairman & Group Representative at Ogilvy & Mather Japan Group.
Based on large-scale content analysis and questionnaire surveys, Dr. Kohlbacher presents insights into the impact of aging populations on the advertising industry. As the most aged society in the world, Japan demonstrates that the implications of population aging on societies, businesses, and economies are vast. This talk specifically explores the role of older people in advertising, examining the views among advertising practitioners and consumers in Japan. Using original research conducted in Japan, Dr. Kohlbacher analyzes how older people are represented in advertising, how they are perceived by consumers, and what this means for companies who include or exclude older people in their marketing campaigns.