by Ko Wai Kwan Vivian. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 114-116). / ABSTRACT --- p.ii / ACKNOWLEDGMENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Aviation Industry - The Target Customers --- p.1 / Major Functions of Airline Advertisements --- p.7 / Purpose of Study --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter III. --- METHODOLOGY --- p.15 / Content Analysis of Airline Advertisements --- p.16 / In-depth Interviews with Advertisers --- p.18 / Survey of Audiences' Perceptions --- p.18 / Chapter IV. --- FINDINGS AND DISCUSSION --- p.25 / Content Analysis of Airline Advertisements --- p.25 / In-depth Interviews with Advertisers --- p.30 / Survey of Audiences' Perceptions --- p.38 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.105 / BIBLIOGRAPHY --- p.114 / APPENDIX --- p.117 / Chapter 1. --- An Outline of the Questions for the Personal Interviews / Chapter 2. --- Survey Questionnaire / Chapter 3. --- Instructions for the Questionnaire Survey / Chapter 4. --- Ten Advertisements Used in Part I of the Survey / Chapter 5. --- British Airways Advertisements Used in the Survey / Chapter 6. --- Cathay Pacific Advertisements Used in the Survey / Chapter 7. --- Korean Air Advertisements Used in the Survey / Chapter 8. --- British Airways Advertisements Collected for the Content Analysis / Chapter 9. --- Cathay Pacific Advertisements Collected for the Content Analysis / Chapter 10. --- Korean Air Advertisements Collected for the Content Analysis / Chapter 11. --- Examples of Other Airline Advertisements