Speaker: 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)

1. Dr. Florian Kohlbacher
ADVERTISING IN THE
AGING SOCIETY
Understanding
Representations,
Practitioners, and
Consumers in Japan
25 March 2016
TUJ, 2016 Spring Term, As St 2511 (801)

2. New book
Advertising in the Aging Society:
Understanding Representations, Practitioners,
and Consumers in Japan
Michael Prieler & Florian Kohlbacher
“Communicating to seniors is a universal challenge that every
marketer will face if they haven't done so already. The world grows
older every day. So does its population. Japan is testament to that
fact, as the most aged society, the very first live case study. The
world can learn a lot from what is happening in Japan at the
moment and this book admirably demonstrates the issues for
marketers.”
Aki Kubo, Chairman, Group Representative, Ogilvy & Mather
Japan

3. Silver Market Book, 2nd edition
“The Silver Market Phenomenon: Marketing and Innovation
in the Aging Society”
2nd edition, Springer, 2011
Editors: Florian Kohlbacher and Cornelius Herstatt)
In the light of the global demographic shift, this book offers an
excellent overview on the matter itself as well as a thorough insight
on the opportunities and challenges, which come along with it.
Kohlbacher and Herstatt gathered contributors of profound expertise
from a wide range of areas. This volume is full of concrete examples,
first‐hand insights and practical advice. A great tool I would like to
recommend to any marketing, R&D or product manager.
Makoto Miwa
Director of Tokyo R&D Center, Panasonic Corporation, Japan

4. BUSINESS IMPLICATIONS
OF DEMOGRAPHIC
CHANGE

5. Source: UN Population Division DESA, World Population Prospects – The 2008 Revision Population Database, 2009
37.8
34.2
32.5
23.3
21.6
13.7
0
5
10
15
20
25
30
35
40
1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050
in %
Japan
South Korea
Germany
China
USA
India
Percentage of population aged 65+ within total population (medium variant)
Global demographic change:
A new ‘Japan as No. 1’ !?!

6. The demographic crisis
Threat or opportunity?

7. Demographic Change in Japan

8. Japan’s Silver Market Phenomenon
Source: Nihon Keizai Shimbun, 2009/10/06, p.3
domestic market total
for infants
for adults
Disposable diapers sales in
Japan
300 bn. ¥  2 bn. $

9. A matter of perception?!?

10. ADVERTISING IN JAPAN
Picture: Advertising from 1806 for a traditional medicine.
Source: Display in the Edo Tokyo Museum.

11. Older People in Japanese TV Ads

12. Older People in Japanese TV Ads

13. Older People in Japanese TV Ads

14. Japanese TV Ads
所ジョ－ジ 1955年生

15. Countries By Total Advertising
Expenditure 2007
Rank Country Expenditures (billion US$)
1 USA 163.26
2 China 74.68
3 Japan 38.53
4 United Kingdom 29.92
5 Brazil 26.64
6 Germany 24.31
7 Mexico 19.04
8 France 14.59
9 Italy 12.26
10 Canada 11.31
Source: World Advertising Research Center

16. World’s Top Agency Companies
2008
Source: Advertising White Paper 2009
Rank Company Headquarter Profit (Bill. $)
1 WPP London 13.60
2 Omnicon Group New York 13.36
3 Interpublic Group of Cos. New York 6.96
4 Publicis Groupe Paris 6.90
5 Dentsu Tokyo 3.30
6 Aegis Group London 2.49
7 Havas Suresnes, France 2.31
8 Hakuhodo DY Holdings Tokyo 1.56
9 MDC Partners Toronto/ New York 0.59
10 Asatsu-DK Tokyo 0.50
…
12 Media Consulta Berlin 0.43
31 Commarco Holding Hamburg 0.20
33 Serviceplan Agenturgruppe Munich 0.19
38 Tokyu Agency Tokyo 0.17
Data for 2013, see p. 22 of Prieler/Kohlbacher 2016

17. Advertising Expenditures Japan
by Media Types 2008
Source: Advertising White Paper 2009
28.2
20.5
13.3
7.5
1.7 0.7
0
5
10
15
20
25
30
Promotion Television Print Media Internet Radio Others
(Newspapers, Magazines)(Public Ad, Direct Mails,
Point-of-Purchase etc.)
(Bill. US$)
Total: 71.8 Bill. $

18. Most Interesting Advertising
by Media Types 2008
Source: Study on Consumer’s Behavior and Evaluation of Advertising by Different Media
Types, Advertising White Paper 2009
%
0
10
20
30
40
50
Television Print Media Internet Public Ad Radio Others
Men
Women

19. Most Trusted Advertising
by Media Types 2008
Source: Study on Consumer’s Behavior and Evaluation of Advertising by Different Media
Types, Advertising White Paper 2009
0
10
20
30
40
50
Television Print Media Internet Public Ad Radio Others
Men
Women
%

20. Specialities of Japanese TV
Advertising
 15-second spots
 Atmospheric/ mood ads (soft-sell vs hard-sell)
 Comparative advertising basically absent (even
though allowed since 1987)
 High use of tarento
Cultural vs. economic
explanations
(Prieler 2008; Prieler & Kohlbacher 2016)

21. SILVER ADVERTISING IN
JAPAN

22. Silver Advertising in Japan
吉永小百合 1945年生

23. Silver Advertising in Japan

24. Silver Advertising in Japan
中村玉緒 1939年生

25. Silver Advertising in Japan
北村 総一朗 1937年生
紺野 まひる 1977年生

26. Representing Older People

27. Representing Older People

28. Targeting Older People

29. Targeting Older People

30. Targeting Older People
(and their Children)

31. Silver Advertising in Japan
大竹 しのぶ 1957年生

32. Advertising to the Silver Market
シニア向けの広告の研究
 Research Team
 Dr. Florian Kohlbacher
Senior Research Fellow, German Institute for Japanese Studies (DIJ)
 Dr. Michael Prieler
Assistant Professor, School of Communications, Hallym University
 Dr. Shigeru Hagiwara
Professor, Deputy Director, Institute for Media and Communications Research,
Keio University
 Dr. Akie Arima
Assoc. Professor, Tokyo Woman’s Christian University
 Special Features of the Project
 Comparison of 1997 and 2007
 Four Researchers + two Japanese Doctoral Students
 Four Institutions
 International + Interdisciplinary
 Yoshida Hideo Memorial Foundation Research Grant (04/2008 – 03/2010)
吉田秀雄記念事業財団による2 年間の研究助成

33. Content Analysis of TV Ads
1997 2007
28 Systematically Sampled Days 28 Systematically Sampled Days
1495 CMs 1477 CMs
1236 CMs with People 1220 CMs with People
208 CMs with Older People (50+) 306 CMs with Older People (50+)
142 CMs with older male,
100 CMs with older female
235 CMs with older male,
115 CMs with older female

34. 13.8
25.1
19.3
21.7 20.219.8
64.2
39.3
21.4
6.1
0-14 15-34 35-49 50-64 65+
Census 2005 TV Ads 2007
Note on TV Ads 2007: Percentage of commercials featuring people of a specific age group within
all commercials featuring people (different age groups in one CM possible)
Source of Data: Prieler, Kohlbacher, Hagiwara, Arima, 2009
Source of Census: Ministry of Internal Affairs and Communication, 2005
Japanese TV Ads:
65+ clearly Under-represented
2007
1477 CMs
1220 CMs
with People
306 CMs
with Older
People
(50+)

35. 19.3
66.3
37.9
13.7
4.6
19.8
64.2
39.3
21.4
6.1
0
10
20
30
40
50
60
70
0-14 15-34 35-49 50-64 65+
TV Ads 1997 TV Ads 2007
Older People in Japanese TV
Commercials: Strong Rise 97-07
+56.2%
+32.6%
Note on TV Ads: Percentage of commercials featuring people of a specific age group within all
commercials featuring people (different age groups in one CM possible); n=1236 for 1997; n=1220
for 2007. Source of Data: Prieler, Kohlbacher, Hagiwara, Arima, 2009
1997 2007
1495 CMs 1477 CMs
1236 CMs
with People
1220 CMs
with People
208 CMs
with Older
People
(50+)
306 CMs
with Older
People
(50+)

36. 64.2
47.3
70.6
76.2
73.0
69.4
78.8
54.2
36.8 39.2
0
10
20
30
40
50
60
70
80
90
1‐14 15‐34 35‐49 50‐64 65+
Male Female
Note: Percentage of commercials featuring male/female within all commercials in which a
specific age group appears (male and female together possible)
Source of Data: Prieler, Kohlbacher, Hagiwara, Arima, 2009
Japanese TV Ads: Strong Under-
representation of Older Women

37. Role of Older Person
1997 2007
Percentage Number of
CMs
Percentage Number of
CMs
Major Role 69.2 144 70.6 216
Minor Role 35.6 74 34.3 105
Background 4.8 10 4.6 14

38. Product Categories
(percentage among CMs featuring older
people)
Foods/Beverages
(23.1%, n=48)
Services/Leisure
(11.1%, n=23)
Cosmetics/Toiletries
(9.1%, n=19)
1997
Foods/Beverages
(25.8%, n=79)
Cosmetics/Toiletries
(10.1%, n=31)
Distribution/Retailing
(9.5%, n=29)
2007

39. Product Categories
(percentage of CMs featuring older people
within category)
Real Estate/Housing
(40.5%, 15/37)
Distribution/Retailing
(24.7%, 18/73)
Pharmaceuticals/
Medical Supply
(23.0%, 17/74)
1997
Finance/Insurance
(45.8%, 22/48)
Distribution/Retailing
(43.3%, 29/67)
Real Estate/Housing
(35.4%, 17/48)
2007

40. Silver Advertising in Japan
大橋巨泉 1934年生

41. Survey among Advertising Agencies
 large sample survey of advertising practitioners
in July/August 2009
 Senden Kaigi online database
 agencies with more than 10 employees in the
four main categories
 full service (487), mass media (5), in-house (8)
and foreign-owned (14)
 called each of the 487 agencies and asked for 2
respondents (planning and creative)
 354 agencies accepted, 433 questionnaires sent
 185 returned questionnaires (42.7%)

42. Sample
 respondents aged
between 23 and 66 years
(M=46.87, SD=10.313)
 predominantly male
(86.9%)
 average of 21.28 years
(Min=1, Max=44,
Mdn=22) of experience
working in the advertising
industry
 43.7% from planning,
39.3% from creation,
23% from sales
(multiple answers possible)
Percentage Number
More than $1Bn. 3.3 6
Between $100 Mio. ‐ $1Bn. 17.7 32
Between $10 Mio. ‐ $100Mio. 52.5 95
Between $1 Mio. ‐ $10 Mio. 23.8 43
Less than $1 Mio. 2.8 5
1000 or more 1.6 3
500‐999 2.2 4
300‐499 7.0 13
100‐299 18.4 34
50‐99 23.8 44
10‐49 44.9 83
1‐9 2.2 4
Full service 82.7 153
Mass media agency 1.6 3
In‐house agency 6.5 12
Other 9.2 17
Total annual revenue 2008 (JPY)
Number of Employees
Type of advertising agency

43. Opinions about Communication
Objects for Older Spokespersons
Statements
Elderly spokespersons…
N
%
DA/SD
A
%
AG/SA
G
Mean Stdv N
%
DA/SD
A
%
AG/SA
G
Mean Stdv t df
p (2‐
tailed)
...get the audience’s attention. 184 4.89 38.59 3.34 0.58 184 5.43 40.76 3.40 0.67 ‐1.29 183 0.20
...help gain awareness of new products. 184 10.33 20.11 3.11 0.57 184 9.24 19.57 3.11 0.61 ‐0.18 183 0.86
...are effective at gaining comprehension. 183 3.83 39.34 3.37 0.59 183 4.92 40.44 3.38 0.63 ‐0.34 182 0.73
...are as effective as nonelderly for simple
messages.
184 12.50 33.15 3.22 0.72 184 13.59 32.61 3.22 0.76 0.00 183 1.00
...are as effective as nonelderly for complex
messages.
185 13.51 35.68 3.24 0.81 185 15.14 29.19 3.16 0.82 2.95 184 0.00
Mood with elderly spokespersons aids
persuasion.
185 1.62 75.68 3.83 0.60 185 2.16 75.68 3.91 0.69 ‐2.24 184 0.03
...are effective in persuading audiences to
switch brands.
184 9.78 27.72 3.20 0.67 184 11.96 25.54 3.16 0.75 1.10 183 0.27
...help enhance source credibility. 185 3.78 63.78 3.66 0.66 185 4.32 62.70 3.69 0.71 ‐0.62 184 0.54
...are effective for gaining purchase. 185 8.11 20.54 3.14 0.58 184 8.70 22.28 3.16 0.66 ‐0.90 183 0.37
...are effective for gaining intention to
purchase.
185 4.86 32.97 3.29 0.60 185 5.95 33.51 3.31 0.67 ‐0.71 184 0.48
Paired samples T‐testOlder Model = 50‐64 years Older Model = 65plus years

44. Effectiveness of Older Models by
Product Category and Target Group
87.5
83.7
71.6
56.3
47.8 49.4
41.6 43.4
37.0 39.1 39.1
31.5
21.2
81.0
72.2
56.8
42.0 41.3 39.1
30.6 29.0 28.9 26.2
22.3 22.3
14.7
24.5
18.5
28.2
18.0 16.8
13.0
8.1 6.5
9.8 7.6
10.8
4.9 3.8
17.0
12.5
17.9
11.5 13.6
8.2
4.3 3.8 5.4 4.9 3.8 1.6 3.20
10
20
30
40
50
60
70
80
90
100
Do you recommend to use an older model?
｢Somewhat recommend｣＋｢Strongly recommend」（％）
Older Audience/ 50-64 Model Older Audience/ 65plus Model
Non-Older Audience/ 50-64 Model Non-Older Audience/ 65plus Model

45. Survey among Consumers
 Large sample online survey of consumers in November
2009
 Used Cross Marketing’s online consumer panel
 Quota sampling according to age and gender
 17,111 people randomly selected from the panel and
received a request to participate in the survey by e-mail
 Of these 3,210 accepted and filled in their demographic
information for the screening process
 A total of 1834 fully completed questionnaires (no
missing values) were obtained within less than 24 hours
 Respondents came from all 47 prefectures across Japan
and were aged between 20 and 79 (M=48.74,
SD=15.599)

46. Attitude toward Advertising
Statements
%
DA/SD
%
AG/SA
Mean Stdv
%
DA/SD
%
AG/SA
Mean Stdv t
p (2‐
tailed)
Overall, I like television advertising. 24.16 33.26 3.08 0.95 34.03 23.38 2.83 0.95 5.49 0.00
I consider television advertising to be very essential. 26.54 40.85 3.15 1.06 27.11 35.57 3.08 0.96 1.47 0.14
TV advertising is a valuable source of information about local
sales.
35.64 33.04 2.93 1.04 30.74 32.93 3.00 0.92 ‐1.58 0.11
From TV advertising I learn about fashions and about what to
buy.
36.84 25.46 2.79 1.00 33.70 28.65 2.89 0.95 ‐2.22 0.03
In general, TV advertising is misleading (about the products
and services).
21.34 30.77 3.09 0.86 20.42 27.44 3.09 0.78 0.00 1.00
TV advertising tells me which brands (products) have the
features I am looking for.
35.64 22.75 2.81 0.91 26.02 27.33 2.99 0.83 ‐4.45 0.00
TV advertising tells me what people with lifestyles similar to
mine are buying and using.
39.65 19.61 2.73 0.92 31.72 25.25 2.92 0.84 ‐4.55 0.00
Most TV advertising insults the intelligence of the average
consumer.
28.93 29.58 3.05 0.95 25.69 29.31 3.08 0.90 ‐0.70 0.48
TV advertising helps me keep up to date about
products/services available in the marketplace.
8.23 71.72 3.76 0.85 5.71 72.67 3.76 0.72 ‐0.03 0.97
TV advertising helps me know which products will or will not
reflect the sort of person I am.
28.28 34.45 3.03 0.93 19.87 41.60 3.23 0.85 ‐4.72 0.00
In general, TV advertisements present a true picture of the
product advertised.
34.34 17.23 2.78 0.82 23.93 21.95 2.97 0.76 ‐4.96 0.00
T‐Test50plus (N=911)20‐49 (N=923)

47. Perceived Portrayal of Older People in
TV Ads and Intention to Boycott
Statements
%
DA/SD
%
AG/SA
Mean Stdv
%
DA/SD
%
AG/SA
Mean Stdv t
p (2‐
tailed)
TV ads which I see do not show the elderly as they really are. 13.43 39.22 3.32 0.88 10.21 45.44 3.40 0.77 ‐2.29 0.02
Stereotyping of elderly characters occurs in advertising. 18.53 25.79 3.08 0.80 11.31 34.80 3.26 0.73 ‐4.90 0.00
TV advertisements suggest that the elderly are financially dependent
on others.
37.05 14.95 2.74 0.81 28.54 16.90 2.88 0.74 ‐3.83 0.00
I believe that TV advertising in general treats the elderly as socially
inactive and unproductive.
36.51 15.06 2.74 0.86 20.75 28.54 3.08 0.81 ‐8.77 0.00
Many of the TV advertisements I see portray the elderly person as
being lonely.
42.47 11.92 2.63 0.82 31.94 18.55 2.85 0.79 ‐5.61 0.00
TV advertisements in general suggest the elderly as physically
limited.
34.67 25.14 2.85 0.94 23.16 32.49 3.09 0.85 ‐5.86 0.00
I find the portrayal of the elderly in TV advertisements to be insulting. 51.79 5.85 2.44 0.79 45.88 10.21 2.58 0.79 ‐3.82 0.00
If a new product is introduced with advertisements that portray
elderly people offensively, I would not buy the product even if it
offered benefits I found attractive.
20.04 29.90 3.09 0.86 14.71 40.50 3.33 0.87 ‐5.85 0.00
If a product or service I use adopts an advertising campaign which
portrays the elderly offensively, I will discontinue using it.
24.38 20.59 2.94 0.83 15.59 30.63 3.20 0.82 ‐6.58 0.00
If I see an offensive ad for a product, I will not continue to purchase
other products from the same company, even if I am a user of those
products.
19.18 34.56 3.18 0.91 12.84 40.94 3.36 0.85 ‐4.44 0.00
T‐Test50plus (N=911)20‐49 (N=923)

48. Conclusions
 Advertising agencies seem to have understood that older people
have become an important market segment and have – at least
partly – adapted to the situation.
 Our research shows that advertising practitioners have a generally
positive view towards using older models, even though only for an
older target audience.
 This seems to be in contrast to the findings from the content analysis
which indicates that these favorable views have not necessarily been
translated into action
 There are still areas for improvement, such as a more realistic
representation of older women.
 Research indicates that negative or stereotypical representation of elderly people is
negatively related to self-esteem and perceptions of the elderly in general and can even lead
to physical consequences (e.g. Donlon, Ashman & Levy, 2005; Silverstein & Abramson,
2008; Smith & Moschis, 1984)
 Consumers are aware of the partly problematic portrayal of older
people and under circumstances ready to boycott
products/companies

49. Conclusions
 In addition to the very real business implications, there are also
implications for corporate social responsibility.
 Beyond using older models as a communication strategy to target
older consumers, advertising practitioners and companies also have
a “social responsibility” for a more diverse, positive, and visible
usage of older people in advertising to improve our cultural
perspectives of older people and aging.
 In this context, advertisements could also play an important role in
creating a positive image of aging.
 Finally, corporate social responsibility also makes business sense.
 Indeed, given the right business model, socially and ethically
responsible action can also yield economically responsible profits, not
to mention positive reputational effects
 There is both a fiduciary and social responsibility in representing
older people in appropriate ways in order to leverage the potential of
the silver market and in order not to alienate both younger and older
consumers.

50. Crisis or Chance?
Crisis? 危機？
Granny-dumping mountain
(姥捨て山)
機会！ Chance!
The elder nobility
(老人貴族)

51. Responsibility!
 Gerontechnologies and other products and
services for the elderly as corporate social
responsibility/ social innovation for those at the
bottom (top?) of the aging pyramid
Japan

52. Q&A
Thank you!
ご清聴ありがとうございました。
Further information:
http://academic.xjtlu.edu.cn/ibss/ Florian.Kohlbacher@xjtlu.edu.cn
NHK Close-Up Gendai, 8 June 2011