Year: 2009
Type: article
Abstract: 50-59 years watch 4:06 hours daily (men in the same age segment watch only 3:23).Women over 60 watch even more at 5:00 hours, topped by men in the same age group at 5:21 hours (cf.Shiraishi 2008: 514).This difference is undoubtedly connected with the increasing retirement rate of Japanese males over 60.Clearly, a large majority of the Japanese population, including older people, watches television commercials regularly.There is a substantial literature on the long-term effects of media exposure (e.g.Gerbner, Gross, Morgan, & Signorielli 1986).Some research also indicates that both media and the environment have a large influence on how older people regard themselves and are regarded by younger people (Passuth & Cook 1985; Gerbner, Gross, Signorielli, & Moran 1980;Mares & Cantor 1992;Harwood 1999).In other words, we may assume that the representation of older people in television commercials has effects both on consumers' buying decisions as well as on society's perception of older people.This important topic has already gained some attention; there have been several studies on the representation of older people in television commercials around the world.Table 1 gives a systematic overview.
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2288990501