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.
This book deals with media and the extent to which media
representations influence girls in Hong Kong and how they are affected by this
ubiquitous presence. Through the quantitative and qualitative studies, readers
could examine and understand how tween girls and teen girls in Hong Kong
interact with the media and how they interpret the messages from the media.
The observations found in the studies are also valuable to
parents, educators, and communication scholars to better understand the
influence of media on the value orientations of girls; and we hope that
responsible marketers and educators can use these research findings to
communicate with girls in ways which can improve their well-being.
Published by City University of Hong Kong Press.