by Iu Ho Tsz Carmen & Tam Suk Yan Tammy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 124-132). / abstract --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- Introduction --- p.1 / Chapter II. --- Literature Review --- p.5 / Chapter III. --- Background --- p.11 / Chapter IV. --- Hypotheses --- p.18 / Chapter V. --- Methodology --- p.25 / Content Analysis --- p.26 / Information Content --- p.26 / Emotional Appeal --- p.26 / Sex Appeal --- p.27 / Selection of Magazines --- p.28 / Selection of Advertisements --- p.29 / Evaluation of Advertisements --- p.29 / Survey --- p.30 / Chapter VI. --- Results --- p.32 / Content Analysis --- p.32 / General Magazine Profile --- p.32 / General Presentation of Advertisements --- p.33 / Proportion of Advertising Product Category in Women's Magazines --- p.33 / Color and Size --- p.34 / lmage Model --- p.35 / Contact Methods --- p.36 / Information Content --- p.37 / Emotional Appeal --- p.42 / Use of Sex Appeal --- p.44 / Survey --- p.46 / Reading Habit --- p.46 / Advertising Effectiveness --- p.49 / Information Content --- p.49 / Emotional Appeal --- p.52 / Perception Towards Sex Appeal --- p.56 / Definition of Sex Appeal --- p.56 / Impression on Sex Appeal --- p.58 / Comparison of Feelings --- p.59 / Chapter VII. --- Discussions And Implications --- p.61 / General --- p.61 / Advertisers' Selection of Magazines --- p.61 / Necessities of Contact Modes --- p.62 / Information Content --- p.63 / Text Level vs. Information Level --- p.66 / Usefulness vs. Attractiveness of Advertisements --- p.66 / Emotional Appeal --- p.66 / Sex Appeal --- p.67 / Women's Perceptions of Sex Appealin Print Advertisements --- p.67 / Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68 / Acceptance Level of Sex Appeal vs. Age --- p.69 / Sex Appeal vs. Nudity --- p.69 / Limitations --- p.70 / APPENDIX --- p.72 / bibliography --- p.124
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322475 |
| Date | January 1999 |
| Contributors | Iu, Ho Tsz Carmen., Tam, Suk Yan Tammy., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, viii, 132 leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, Australia |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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