by Cheung Wing-wah, Johnny ; Chiu Chi-wai, Kelvin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 154-156. / Abstract --- p.ii / Tables of Contents --- p.iv / List of Tables --- p.viii / Acknowledgements --- p.x / Chapter CHAPTER I -- --- INTRODUCTION --- p.1 / Chapter 1.1 --- Rationale of Study --- p.1 / Chapter 1.2 --- Research Objectives --- p.3 / Chapter 1.3 --- Research Interest --- p.4 / Chapter CHAPTER II -- --- LITERATURE REVIEW --- p.6 / Chapter 2.1 --- Western Countries --- p.6 / Chapter 2.2 --- Taiwan and Hong Kong --- p.9 / Chapter 2.3 --- The Use of Sexual Appeals --- p.11 / Chapter 2.4 --- Processing of Visual and Verbal Stimuli --- p.14 / Chapter CHAPTER III -- --- METHODOLOGY --- p.17 / Chapter 3.1 --- Definition --- p.17 / Chapter 3.2 --- Hypotheses --- p.17 / Chapter 3.3 --- Research Methods --- p.19 / Chapter 3.3.1 --- Interviews --- p.19 / Chapter 3.3.2 --- Phase I: Magazine Content Analysis --- p.19 / Chapter 3.3.3 --- Phase II - Experiment Research --- p.20 / Chapter 3.3.3.1 --- Experiment Method --- p.20 / Chapter 3.3.3.2 --- Data Analysis Method --- p.27 / Chapter 3.4 --- Phase III - Questionnaire Survey --- p.29 / Chapter 3.4.1 --- Data Collection Method --- p.29 / Chapter 3.4.1.1 --- Population --- p.29 / Chapter 3.4.1.2 --- Sampling Method --- p.29 / Chapter 3.4.1.3 --- Sample Size --- p.29 / Chapter 3.4.1.4 --- Sampling Procedure --- p.30 / Chapter 3.4.2 --- Questionnaire Design --- p.30 / Chapter 3.4.3 --- Data Analysis --- p.31 / Chapter CHAPTER IV -- --- HIGHLIGHTS OF FINDINGS FROM PHASE I --- p.32 / Chapter CHAPTER V -- --- HIGHLIGHTS OF FINDINGS FROM PHASE II --- p.37 / Chapter 5.1 --- Respondent Profile --- p.37 / Chapter 5.1.1 --- Sex --- p.37 / Chapter 5.1.2 --- Age --- p.37 / Chapter 5.1.3 --- Education Level --- p.38 / Chapter 5.1.4 --- Occupation --- p.38 / Chapter 5.1.5 --- Annual Personal Income --- p.39 / Chapter 5.2 --- Findings --- p.40 / Chapter 5.2.1 --- Experiment Recall --- p.40 / Chapter 5.2.2 --- Open Ended Question --- p.42 / Chapter 5.2.3 --- Experiment: The Behaviour and Perception Different Between Sex and Non-sexual Ads --- p.45 / Chapter CHAPTER VI -- --- HIGHLIGHTS OF FINDINGS FROM PHASE III --- p.51 / Chapter 6.1 --- Respondent Profile --- p.51 / Chapter 6.1.1 --- Sex --- p.51 / Chapter 6.1.2 --- Age --- p.51 / Chapter 6.1.3 --- Education Level --- p.52 / Chapter 6.1.4 --- Occupation --- p.53 / Chapter 6.1.5 --- Annual Personal Income --- p.53 / Chapter 6.2 --- Findings --- p.54 / Chapter 6.3 --- Other Demographics Findings --- p.57 / Chapter CHAPTER VII -- --- SUMMARY AND DISCUSSIONS --- p.58 / Chapter CHAPTER VIII -- --- LIMITATIONS --- p.60 / Chapter 8.1 --- Content Analysis of Magazines --- p.60 / Chapter 8.2 --- Experiment & Questionnaires --- p.61 / Chapter CHAPTER IX -- --- IMPLICATIONS & CONCLUSION --- p.63 / APPENDICES / Chapter Appendix 1 : --- Literature Review on Gender --- p.67 / Chapter Appendix 2 : --- List of Registered Newspapers & Periodicals --- p.69 / Chapter Appendix 3 : --- Phase II - Experiment Procedures & Schedule --- p.92 / Chapter Appendix 4 : --- Phase II - Photos --- p.94 / Chapter Appendix 5 : --- Phase III - Location and Time for Conducting the Questionnaire Survey --- p.99 / Chapter Appendix 6 : --- Phase II - Questionnaire --- p.100 / Chapter Appendix 7 : --- Phase II - English translation of questionnaire --- p.113 / Chapter Appendix 8 : --- Model Gender and Communication Effectiveness --- p.125 / Chapter Appendix 9 : --- Female Role Portrayal and Communication Effectiveness --- p.126 / Chapter Appendix 10 : --- Female Role Portrayal - Product Category Interactions and Communication Effectiveness --- p.127 / Chapter Appendix 11 : --- Phase III - Questionnaire --- p.128 / Chapter Appendix 12 : --- Phase III - English Translation of Questionnaire --- p.129 / Chapter Appendix 13 : --- Phase I - Type of Magazines: Finance/Commerce --- p.131 / Chapter Appendix 14 : --- Phase I - Type of Magazines: Family/Entertainment --- p.132 / Chapter Appendix 15 : --- Phase I - Type of Magazines: Hobby/Sports & Adult --- p.133 / Chapter Appendix 16 : --- Phase I - Type of Magazines: Juvenile/Young --- p.134 / Chapter Appendix 17 : --- "Phase I - Type of Magazines: Foreign Magazines-Canada, USA and Europe)" --- p.135 / Chapter Appendix 18 : --- Phase II - Summary of Brand Recall --- p.136 / Chapter Appendix 19 : --- Phase II - Analysis of Free Writing Contents --- p.138 / Chapter Appendix 20 : --- Phase II - Computer Result of Respondents' Behavior Cross Sex for Each Ad --- p.140 / Chapter Appendix 21 : --- Phase II _ Computer Result: T-Test of Respondents' Behavior by Sex for Each Ad --- p.145 / Chapter Appendix 22 : --- Phase III - Computer Result of Respondents' Behavior Cross Demographic Data --- p.150 / Chapter Appendix 23 : --- Phase III - Computer Result: T-Test of Respondents' Behavior by Sex --- p.152 / Chapter Appendix 24 : --- Phase III - Computer Result of ANOVA of Respondents' Behavior by Demographic Data --- p.153 / Bibliography --- p.154