Publications

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

English

Keywords

adult | advertisement | critical discourse analysis | economics | gender

Place, Publisher

SAGE Publications

Annotation

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.