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Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion.
Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.
作者簡介
Kara Chan
Kara Chan (PhD, City University of Hong Kong) is a Professor at the School of Communication, Hong Kong Baptist University. She worked in the advertising business and as a statistician for the Hong Kong Government before she moved into academia. Her research areas are cross-cultural consumer studies and health communication. She has published seven books as well as over 140 journal articles and book chapters. She was a Fulbright scholar at Bradley University, Illinois as well as a Visiting Professor at Copenhagen Business School, Aarhus University and Klagenfurt University. Her journal articles have won five Emerald Literati Network Awards for Excellence. She received awards for Outstanding Performance in Scholarly Work at Hong Kong Baptist University in 2006 and 2014.
1.An Overview of the Indicators of Advertising Performance 2.The Hong Kong Advertising Scene
3.Meanings of Creativity among Advertising Practitioners
4.Branded Contents: Public Attitudes and Regulation
5.Controversial and Offensive Advertising
6.Advertising Regulations in Hong Kong
7.Personal Loan Advertisements in Hong Kong: A Semiotic Study
8.Gender Portrayal in Advertising
9.Responses to Gendered Advertisements
10.Children and Advertising
11.Advertising Medical Services
12.Advancing Social Causes through Video Games
13. Political Advertising and Public Service Advertisements
