International Advertising and the Use of the Sex Appeal: Acceptance of Sex Appeal in China

<p>China is the most populated country in the world. With a population of over a billion people, it is an attractive market to many companies. However, China has traditionally been a market that was difficult to access due to its communist government and strict regulations. In 1978, China began changing the economy from a centrally planned system to a more market-oriented economy. By 2001, "China stood as the second largest economy in the world after the U.S., measured on a purchasing power parity basis" (World Factbook, 2002). China is a strong business partner with the U.S.; 21% of China's exports come to the U.S. and China makes up 8.9% of U.S. imports (World Factbook, 2002).</p> <p>To influence Chinese consumers to buy more American products, advertising must be used. Most American companies realize the importance of culture on advertising strategy, and many are concerned about how to advertise effectively in China. Will the same advertising methods used in America work as well in China? In particular, will sex appeal work?</p>

Name thesis:degree_name

Business, Marketing

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Management and Marketing Department

Year dc:date.available

2003

Author dc:creator

• Hunt, Katie

• China
• Sex Appeal
• Advertisement
• USA
• Culture
• Women
• Sex
• Advertising and Promotion Management
• Business Administration, Management, and Operations
• Marketing

Language dc:language

English

Repository record dc:identifier

https://csuepress.columbusstate.edu/theses_dissertations/138

OAI identifier oai:identifier

oai:csuepress.columbusstate.edu:theses_dissertations-1138