Purpose In the current information age, when the attention spans of most people have
become very short, marketers are facings serious challenges to grab the attention of their …

Researchers have often attempted to answer the question,'Does sex sell?'In this article, we
present a meta-analysis of studies that used an experiment to test the effect of sexual …

The use of female stereotypes in advertising is damaging to women and society. In this study
we examine how creative practitioners construct stereotypes within creative decision …

This study examines the effects of a lingerie model's femininity (submissive vs. assertive),
race (East Asian vs. Caucasian), and presence/absence (model-presence vs. product-only) …

Based on culture identity theory and schema theory, we investigate how model ethnicity
influences the perception and effectiveness of potentially offensive nudity advertising in Asia …

Prefaces can serve a variety of functions. We would like this one to speak in somewhat
personal terms about how we came up with the idea for and embarked on the creation of this …

This book provides a comprehensive analysis of Chinese advertising as an industry, a
discourse and profession in China's search for modernity and cultural globalization. It …

This book helps readers to understand communication and society in contemporary China
through systematic analysis of multimodal discourse at the national, institutional, and …

The primary purpose of this paper is to understand people's perception about overt sexuality
and objectification of women in advertisements through the ages. Substantiating the content …

Purpose The purpose of this paper is to examine the interaction effect of endorser ethnicity
(local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women's attitudes …