The effectiveness of sexual appeal and gender role stereotyping in Hong Kong advertising.

Abstract

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