A Study of the Effectiveness of Sex Appeal Advertising in young adults in The United Kingdom ?and Hong Kong, China

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Description
Aim:
Sex?Appeal?and?high?nudity?adverts?have?been?widely?used?by?media?(billboards,?online)?in?many?countries.?The
aim?of?this?research?is?to?understand?how?Chinese?and?Western?young?consumers?(aged?20???34)?are?likely?to
have?different?evaluations?and?responses?toward?sex?appeal?tactics?(Hamilton,?1998)?and?find?out?the
effectiveness?of?adverts?which?use?sex?appeal?to?increase?marketing?attractiveness?of?young?adults?in?UK?and
China.?The?target?product?which?involve?sex?appeal?in?ads?will?be?perfume.?High?to?low?nudity?perfume
advertisements?will?be?given?to?the?audience?in?the?questionnaire?section.
Objectives:
?To?examine?the?attitude?of?UK?and?Hong?Kong?young?consumers?towards?sex?appeal?ads
?To?critically?compare?the?cultural?dimension?between?the?target?audience
?To?compare?the?effectiveness?of?sex?appeal?adverts?in?UK?and?Hong?Kong?by?using?AIDA?model
?To?measure?the?ethical?concern?of?sex?ads
?To?critically?discuss?the?changes?of?sex?appeals?ads?in?recent?year

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