This is an original study based on information in publicly available newspaper advertisements and other available documentary data that span a period of over 40 years on the changes in consumer preferences for housing attributes. The aim study is to evaluate Fong’s (2007) hypothesis, “The Hong Kong domestic ideal has moved from a concern for utility in 1970’s to a concern for quality and stylish living in 1990’s” using superior information. It traces the changes in advertisements by using the content analysis method and case studies. Reviewing 2,000 data sets drawn from samples of newspapers for four months out of each year for over 40 years from 1953 to 1992, it was found that the image of a flat, as created by developers, changed over time. Over the years, developers have sequentially made use of the listings of interior space, exterior space, and surrounded environments to emphasize the respective elements of an “ideal” home. These changes were well demonstrated by the real estate advertisements in Hong Kong. / published_or_final_version / Real Estate and Construction / Master / Master of Philosophy
| Identifer | oai:union.ndltd.org:HKU/oai:hub.hku.hk:10722/193473 |
| Date | January 2012 |
| Creators | Yu, Choy-ying, Maria, 余采霙 |
| Contributors | Lai, LWC |
| Publisher | The University of Hong Kong (Pokfulam, Hong Kong) |
| Source Sets | Hong Kong University Theses |
| Language | English |
| Detected Language | English |
| Type | PG_Thesis |
| Rights | The author retains all proprietary rights, (such as patent rights) and the right to use in future works., Creative Commons: Attribution 3.0 Hong Kong License |
| Relation | HKU Theses Online (HKUTO) |
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