International Advertising and the Use of the Sex Appeal: Acceptance ...
International Advertising and the Use of the Sex Appeal: Acceptance ...
International Advertising and the Use of the Sex Appeal: Acceptance ...
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TABLE OF CONTENTSList <strong>of</strong> FiguresiiiList <strong>of</strong> TablesiiiAcknowledgementsivChapter 1: Introduction 1Chapter 2: <strong>Sex</strong> <strong>Appeal</strong> in <strong>Advertising</strong> 2What is <strong>Sex</strong> <strong>Appeal</strong> <strong>and</strong> Why Does it Work ? 2How is <strong>Sex</strong> <strong>Appeal</strong> <strong>Use</strong>d <strong>and</strong> Where Does it Work? 3Negative Effects <strong>of</strong> Using <strong>Sex</strong> in <strong>Advertising</strong> 4Chapter 3: Cultural Differences between <strong>the</strong> US <strong>and</strong> China Relatingto Gender Roles <strong>and</strong> Perceptions <strong>of</strong> <strong>Sex</strong>uality 6Feminine versus Masculine roles in China:Traditional <strong>and</strong> Modern 7Modern Perceptions <strong>of</strong> <strong>Sex</strong>uality in China versus U.S 9Chapter 4: Cultural Differences between <strong>the</strong> US <strong>and</strong> China Relatingto <strong>the</strong> <strong>Use</strong> <strong>of</strong> <strong>Advertising</strong> 11Legal Issues in <strong>Advertising</strong> 1<strong>Advertising</strong> Media (TV, magazines, newspapers,billboards) 13in
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