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

December 15, 2017
Marketing Strategies
December 15, 2017

The location of this dissertation is based on United Kingdom
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 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.