日本のシニア向け広告
プロジェクト期間: 2007年-2011年
This project investigates advertising to the silver market in Japan using three approaches: (1) analysis of television commercials, (2) analysis of magazine advertisements, and (3) interviews with advertising agencies.
The research questions of this project can be separated into three groups:
- Target Group/Consumers/Segmentation (How can the target group be defined and the market segmented? Are other age groups also targeted for silver market products? Does ageless advertising exist, and if yes what are its characteristics? How does silver advertising appeal to the older consumer? What are the products explicitly for the elderly versus products specially marketed at them?)
- Products/Services (Which product categories are advertised in silver market ads? Which product attributes are highlighted in ads? How are transgenerational products advertised?)
- The representation of elderly people (How are elderly people represented? Is there a difference in respect to gender?)
The research aims of this study are to understand: (1) the Japanese silver advertising approach, (2) specific services, products, and product features for the silver market, and (3) changes in the representation of elderly people. The study also tries to find a more meaningful categorization and segmentation of the market, and develop ageless and/or transgenerational marketing strategies.
This project is conducted in collaboration with Dr. Michael Prieler, as well as the Institute for Media & Communications Research, Keio University, Prof. Dr. Shigeru Hagiwara. http://www.mediacom.keio.ac.jp/english/about.html. It is supported by a 2-year research grant from the Yoshida Hideo Memorial Foundation.
最近の論文等
フローリアン・コールバッハ; Prieler, Michael; Hagiwara, Shigeru; Arima, Akie
Gender Representation of Older People in Japanese Television Advertisements
In: Sex Roles: A Journal of Research pp. 405-415.
フローリアン・コールバッハ; Hang, C. C.
Leveraging Disruptive Innovations for the Silver Market
In: フローリアン・コールバッハ; Herstatt, Cornelius : The Silver Market Phenomenon. Marketing and Innovation in the Aging SocietySpringer Verlag. pp. 65-77.
フローリアン・コールバッハ; Prieler, Michael; Hagiwara, Shigeru; Arima, Akie
Silver Advertising: Older People in Japanese TV Ads
In: フローリアン・コールバッハ; Herstatt, Cornelius : The Silver Market Phenomenon. Marketing and Innovation in the Aging SocietySpringer Verlag. pp. 239-247.
Michael Prieler; フローリアン・コールバッハ; Hagiwara, Shigeru; Arima, Akie
Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung
In: マーレン・ゴツィック : Japanstudien 21iudicium Verlag. pp. 197-222.
イベント
ワークショップ
The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change
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