Purpose – The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods....

Purpose – The purpose of this study is to examine how Chinese adolescent girls and boys interpret female images in gendered advertisements based on Tobin et al. ’s (2010) gender self-socialization model (GSSM). Design/methodology/approach – In total, 48 Hong Kong adolescents studying in...

Purpose Personal debt is a common problem among Hong Kong people. Personal loan marketers promote their products and services aggressively, especially to young consumers. The purpose of this paper is to examine how young consumers respond to personal loan advertisements....