Female readers perceptions and attitudes to advertisements in women's magazine with explicit female nudity.

Ho Chi Fun, Edward.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.Includes bibliographical references.ABSTRACT --- p.iACKNOWLEDGEMENT --- p.iiiChapterChapter I. --- INTRODUCTION --- p.1Title of the project --- p.1Literature Review --- p.1Effectiveness of Nude Models --- p.2Statement of the Problem --- p.6Purpose of the Study --- p.6Objectives --- p.6Justification --- p.7Scope of the Study --- p.7Hypotheses --- p.8Methodology --- p.9Types of Data --- p.9Primary Data --- p.9Sources --- p.9Sample Design --- p.9Sampling Plan --- p.9Advertising Agents --- p.10Female Magazine Readers --- p.10Large Scale Questionnaire Survey --- p.10Procedure --- p.10Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13Interview with a Senior Writer in DDB --- p.13Interview with a Writer in DMB --- p.15Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17Basic Analysis of the Responses from Questionnaires --- p.18Some Statistical Results of the Responses on Selected Advertisements --- p.20Advertisement 1 : Frederique French Beauty Salon --- p.21Advertisement 2 : Claris Paris (Skin Care Product) --- p.23Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24Advertisement 4 : Triumph Daily (Undergarment) --- p.25Advertisement 5 : Outspan Grapefruit --- p.26Advertisement 6 : Ferre Fragrance --- p.27The Summary Table of Mean Scores on Different Construct --- p.29"The Results on the most Favourite, least Favourite and the most Striking One" --- p.29The Difference in Opinion among Students From Different Faculties --- p.30The Summary Table for Opinion among Students from Different Departments --- p.32Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33Implications from the Contrast of Opinion --- p.33The Conclusion on Hypotheses --- p.34Recommendations for Future Research --- p.36Limitations --- p.36Recommendations --- p.37Chapter V. --- MARKETING IMPLICATIONS --- p.38APPENDIX --- p.39BIBLIOGRAPHY --- p.86QUESTIONNAIRE --- p.8