Publication details [#65427]

Matsumoto, Yoshiko and Judit Kroo. 2018. The case of Japanese otona ‘adult’: Mediatized gender as a marketing device. Discourse & Communication 12 (4) : 401–423.
Publication type
Article in journal
Publication language
Place, Publisher
SAGE Publications


This paper regards Japanese food ads using the term otona, meaning ‘adult, mature person’. It shows that food ads using otona get a channel for the building of gendered lifestyle formulations via consumption practices bidding consumers inlet into a set of gendered adult life phase practices.