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Older Celebrity versus Non-Celebrity Television Advertising: A Japanese Perspective

Michael Prieler · Florian Kohlbacher · Shigeru Hagiwara · Akie Arima

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising

Abstract

Japanese commercials are famous for their high usage of celebrities. Studies have reported celebrities appearing in approximately 50% (Lee, Choi, & Tsai 2007; Praet 2009) to 70% (Hagiwara, Prieler, Kohlbacher, & Arima 2009; Mooney 2000) of Japanese commercials. This figure stands in stark contrast to most other countries. As Praet (2009) shows in his comparative research on commercials in 25 countries, only one other country, Korea, shows a similar number of celebrities in television advertisements. Analyzing the percentage of celebrities in TV advertising, Praet found three groups of countries: One in which 50% or more commercials used celebrities, including Japan and Korea; one in which around 25% of commercials showed celebrities, including Brazil, China, Hong Kong and Malaysia; and finally Western countries, where celebrities are not very common in commercials (less than 15%). Japan’s situation is quite unique in this respect. Although some research has highlighted this phenomenon in general, as yet no study has focused specifically on older celebrities. This article will examine this phenomenon in greater detail. Older celebrities are becoming an increasingly important topic, since Japan is one of the world’s fastest-aging societies. According to the latest estimates (October 2009), people aged 65 and older account for 22.7% of the population, and those at least 50 years old constitute more than 43% of the population (Ministry of Internal Affairs and Communications 2009). Is Japan’s age distribution reflected in the well-known phenomenon of celebrity usage within Japanese TV advertisements, and if so, how are these older celebrities portrayed compared with their non-famous counterparts? In short, this article is the first that investigates the differences between

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References

2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1999Celebrity Endorsement: A Literature Review 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1978Decoding Advertisements: Ideology and Meaning in Advertising 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis 2008Exploring the relationship between celebrity endorser effects and advertising effectiveness

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