Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung

Abstract

This article presents results from a survey on the image of older people in Japan and a content analysis of how they are represented in Japanese TV commercials. The representative survey resulted in 720 responses from people between 15 and 65 years of age in the greater Tokyo area. Among the findings: The term k reisha (elderly people) is generally used to refer to people over 70, although the official definition in Japan is over 65; k reisha and dankai no sedai (baby boomers) are identified as very distinct groups with different characteristics; and there is a generally positive attitude towards ageing, while negative stereotypes are rejected. The survey participants were also asked for their impressions of how older people are depicted in TV advertising. These impressions were then compared to objective measures of Japanese TV ads through the use of content analysis. The systematic sample consisted of 2,972 television commercials aired in the years 1997 and 2007. The results echo the findings of other research studies conducted in various countries and include the following: a general under-representation of older people and especially of older females; the representation of older people mostly in leading roles; and older people's occurring predominantly together with other age groups.

Japan’s Silver Market: Creating a New Industry under Uncertainty

“…In arts and handicraft, there is an established tradition of outstanding elder teachers (sensei), which also may evoke the impression of a culture that has a positive connotation of age (Formanek 2008). It fits into this picture that in TV advertising, recent content analysis identified a positive attitude towards ageing (Prieler et al 2009). In business life, the high share of older entrepreneurs may be an indicator of a certain reputation of active elder people.…”