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 kōreisha (elderly people) is generally used to refer to people over 70, although the official definition in Japan is over 65; kōreisha 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.