Thesis (M.S.)--Ohio University, August, 2004. / Title from PDF t.p. Includes bibliographical references (p. 68-73)

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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

Thesis (M.A.)--University of Canterbury, 2007. / Typescript (photocopy). Includes bibliographical references (leaves 185-189). Also available via the World Wide Web.

This research study aimed to provide the South African fast food industry and their advertising representatives with insights into 18-28-year-olds‟ perception of using sexual appeal to elicit their attention, and whether using this advertising technique is gaining positive brand recognition with this target market. This research study aimed to determine the selected sample‟s (NMMU students) perceptions of three South African fast food brands, namely KFC, Nando’s and Steers, in terms of their use of sexualised fast food advertisements. An electronic survey questionnaire was conducted with both closed and open-ended questions relating to the use of sexual appeal in advertising within the three South African fast food brands. The survey questionnaire helped determine what the selected sample‟s perceptions were of each advertisement, and whether the use of sexual appeal captured their attention. A semiotic analysis of each advertisement was conducted to determine if the advertisements do contain the use of sexual appeal, by examining the sign. This includes looking at the three aspects of a sign namely the signifier, the referent and the signified. In terms of this study, the signifier represents the T.V. advertisements; the signified represents the meaning of the advertisements and the referent represents to what the advertisements are initially referring. The results of the study indicated that each of the three fast food advertisements incorporated the use of sexual appeal in varying degrees. Respondents indicated that the sexual appeal in the advertisements was appropriate if they were directed at the right age group. The respondents indicated that these three advertisements were more likely to attract the males, in the target market and they felt that the advertisements leaned towards objectifying the women, which would be offensive to the females in the target market. It was determined that if the advertisements contained humour, they were more effective and memorable.

This study investigates the representations of women in advertisements featured in South African Cosmopolitan magazine published in 2004 so as to critically analyse the stereotypes of women it presents, the institutional mechanisms behind this and its implications for gender ‘constructions’. By using a random cluster sample, 60 advertisements found in Cosmopolitan were analysed to examine the stereotypical portrayals of women within its imagery. In addition, survey questionnaires were distributed amongst female students to determine whether exposure to advertisements featured in Cosmopolitan magazines moulds their thoughts with regard to South African women today, as well as to analyse their attitudinal change before and after exposure to a number of advertisements. It was found that even though the majority of respondents claimed to be aware of the stereotypical representations of women found in the advertisements, and did not believe that these portrayals were a true reflection of South African women, various aspects of their lives continue to be affected by these representations in a number of ways. The findings of this study indicate that the trend found in previous studies – that stereotypical images of women prevail in the media – is evident in South Africa too. It was established that the ideologies of both patriarchy and capitalism work together in supporting the pervasiveness of negative, disempowering portrayals of women in Cosmopolitan advertisements. Stereotypical imagery of women serve as the site at which the ideologies of capitalism and patriarchy fuse, drawing on a common, shared notion of the objectified female to further their goals of maximisation of profits and male dominance respectively.

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

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