The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.

by Chong Lai-Yin, Ho Lai-Wai Thomas Leo, Lee Ching-Lum Bianca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 140-141). / Questionnaire in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.1. --- Rationale of Study --- p.1 / Chapter 1.2. --- Research Objectives --- p.6 / Chapter 1.3. --- Research Scope --- p.7 / Chapter 1.3.1. --- Study Focus --- p.7 / Chapter 1.3.2. --- Advertising Media --- p.8 / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.9 / Chapter 2.1. --- Gender Stereotype --- p.9 / Chapter 2.2. --- Sexual Content in Advertising --- p.14 / Chapter 2.3. --- Chinese Culture --- p.16 / Chapter 2.4. --- Attitude towards Sex of Hong Kong People --- p.17 / Chapter 2.5. --- Advertising Effectiveness --- p.20 / Chapter CHAPTER 3 --- METHODOLOGY --- p.22 / Chapter 3.1 --- Hypotheses --- p.22 / Chapter 3.2 --- Definition --- p.23 / Chapter 3.3 --- Research Methods --- p.24 / Chapter 3.3.1. --- Part One: Content Analysis --- p.24 / Chapter 3.3.2. --- Part Two: Experiment Study --- p.26 / Chapter 3.3.2.1. --- Experiment Data Collection Method --- p.26 / Chapter 3.3.2.1.1. --- Experiment Objects --- p.26 / Chapter 3.3.2.1.2. --- Experiment Subjects --- p.28 / Chapter 3.3.2.1.3. --- Experiment Procedure --- p.28 / Chapter 3.3.2.1.4. --- Experiment Questionnaire Design --- p.29 / Chapter 3.3.2.2. --- Experiment Data Analysis Method --- p.30 / Chapter 3.3.2.2.1. --- General Brand Name Recall --- p.30 / Chapter 3.3.2.2.2. --- Sexual Appeal Ads Recall --- p.30 / Chapter 3.3.2.2.3. --- Gender Role Stereotyping Ads Recall --- p.31 / Chapter 3.3.3. --- Part Three: Survey --- p.31 / Chapter 3.3.3.1. --- Survey Data Collection Method --- p.31 / Chapter 3.3.3.1.1. --- Survey Objects --- p.31 / Chapter 3.3.3.1.2. --- Survey Population --- p.33 / Chapter 3.3.3.1.3. --- Survey Sampling Method --- p.33 / Chapter 3.3.3.1.4. --- Survey Sample Size --- p.33 / Chapter 3.3.3.1.5. --- Survey Procedure --- p.34 / Chapter 3.3.3.1.6. --- Survey Questionnaire Design --- p.34 / Chapter 3.3.3.2. --- Survey Data Analysis Method --- p.36 / Chapter 3.3.3.2.1. --- Sexual Appeal Ads --- p.36 / Chapter 3.3.3.2.2. --- Gender Role Stereotyping Ads --- p.36 / Chapter CHAPTER 4 --- CONTENT ANALYSIS RESULTS --- p.38 / Chapter 4.1. --- Gender Role Stereotyping --- p.39 / Chapter 4.1.1. --- The Family --- p.40 / Chapter 4.1.2. --- The Ritualization of Subordination --- p.41 / Chapter 4.2. --- Sexual Appeal --- p.42 / Chapter CHAPTER 5 --- EXPERIMENT RESULTS --- p.45 / Chapter 5.1. --- Respondent Profile --- p.45 / Chapter 5.1.1. --- Age --- p.45 / Chapter 5.1.2. --- Gender --- p.46 / Chapter 5.1.3. --- Education Level --- p.46 / Chapter 5.2. --- General Brand Name Recall --- p.47 / Chapter 5.2.1. --- Overall Recall --- p.47 / Chapter 5.2.2. --- First Recall --- p.49 / Chapter 5.3. --- Sexual Appeal Ads Recall --- p.51 / Chapter 5.3.1. --- Sexual Appeal and Non-Sexual Appeal Ads --- p.51 / Chapter 5.3.2. --- Sexual Appeal Ads Recall by Gender --- p.52 / Chapter 5.4. --- Gender Role Stereotyping Ads Recall --- p.53 / Chapter 5.4.1. --- Gender Role Stereotyping Ads and Non-Gender Role Stereotyping Ads --- p.53 / Chapter 5.4.2. --- Gender Role Stereotyping Ads Recall by Gender --- p.54 / Chapter CHAPTER 6 --- SURVEY RESULTS --- p.55 / Chapter 6.1. --- Respondent Profile --- p.55 / Chapter 6.1.1. --- Age --- p.55 / Chapter 6.1.2. --- Gender --- p.56 / Chapter 6.1.3. --- Education Level --- p.56 / Chapter 6.2. --- Sexual Appeal Ads --- p.57 / Chapter 6.2.1. --- Descriptions of Sexual Appeal Ads --- p.57 / Chapter 6.2.1.1. --- Overall Descriptions --- p.57 / Chapter 6.2.1.2. --- Descriptions by Gender --- p.57 / Chapter 6.2.2. --- Attitudes towards Sexual Appeal Ads --- p.58 / Chapter 6.2.2.1. --- Overall Attitudes --- p.58 / Chapter 6.2.2.2. --- Attitudes by Gender --- p.59 / Chapter 6.3. --- Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1. --- Descriptions of Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1.1. --- Overall Descriptions --- p.65 / Chapter 6.3.1.2. --- Descriptions by Gender --- p.65 / Chapter 6.3.2. --- Attitudes towards Gender Role Stereotyping Ads --- p.66 / Chapter 6.3.2.1. --- Overall Attitudes --- p.66 / Chapter 6.3.2.2. --- Attitudes by Gender --- p.66 / Chapter 6.4. --- Sexual Appeal and Gender Role Stereotyping Ads Comparison --- p.72 / Chapter 6.4.1. --- Descriptions of Ads --- p.72 / Chapter 6.4.2. --- Attitudes towards Ads --- p.73 / Chapter CHAPTER 7 --- DISCUSSION --- p.76 / Chapter 7.1. --- The Sample --- p.76 / Chapter 7.2. --- Product Recall --- p.77 / Chapter 7.2.1. --- Unaided Recall --- p.77 / Chapter 7.2.2. --- Recall vs. Gender --- p.78 / Chapter 7.2.3. --- Recall vs. Product --- p.79 / Chapter 7.3. --- Perceptions & Attitudes --- p.80 / Chapter 7.3.1. --- Sexual Appeal --- p.80 / Chapter 7.3.1.1. --- Ad-By-Ad Analysis --- p.81 / Chapter 7.3.1.1.1. --- Ad A1 --- p.81 / Chapter 7.3.1.1.2. --- Ad A2 --- p.82 / Chapter 7.3.1.1.3. --- Ad A3 --- p.82 / Chapter 7.3.1.1.4. --- Ad A4 --- p.83 / Chapter 7.3.2. --- Gender Stereotypes --- p.84 / Chapter 7.3.2.1. --- Ad-By-Ad Analysis --- p.86 / Chapter 7.3.2.1.1. --- Ad Bl --- p.86 / Chapter 7.3.2.1.2. --- Ad B2 --- p.87 / Chapter 7.3.2.1.3. --- Ad B3 --- p.88 / Chapter 7.3.2.1.4. --- Ad B4 --- p.88 / Chapter 7.4. --- Null Hypotheses Review --- p.89 / Chapter CHAPTER 8 --- LIMITATIONS --- p.91 / Chapter 8.1. --- Literature Research --- p.91 / Chapter 8.2. --- Print Analysis --- p.91 / Chapter 8.3. --- Sample & Representation --- p.92 / Chapter 8.4. --- Advertisement Recall & Perceptions Questionnaire --- p.92 / Chapter 8.5. --- Overall Representation --- p.93 / Chapter CHAPTER 9 --- CONCLUSION --- p.95 / Chapter CHAPTER 10 --- APPENDICES --- p.99 / Chapter 10.1. --- Appendix 1: Hong Kong Magazines 2000/2001 --- p.99 / Chapter 10.2. --- Appendix 2: Photos of Advertisements --- p.103 / Chapter 10.3. --- Appendix 3: Experiment Procedures --- p.117 / Chapter 10.4. --- Appendix 4: Experiment Questionnaire --- p.118 / Chapter 10.5. --- Appendix 5: Survey Questionnaire --- p.121 / Chapter 10.6. --- Appendix 6: Content Analysis Results --- p.123 / Chapter 10.7. --- Appendix 7: Advertisement Database --- p.126 / Chapter CHAPTER 11 --- BIBLIOGRAPHY --- p.140 / Chapter 11.1. --- Books --- p.140 / Chapter 11.2. --- Periodicals --- p.140 / Chapter 11.3. --- Websites --- p.141