Date of Award
4-21-2003
Type
Thesis
Major
Business, Marketing
Degree Type
Bachelor of Business Administration in Marketing
Department
Management and Marketing Department
Abstract
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).
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?
Recommended Citation
Hunt, Katie, "International Advertising and the Use of the Sex Appeal: Acceptance of Sex Appeal in China" (2003). Theses and Dissertations. 138.
https://csuepress.columbusstate.edu/theses_dissertations/138
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Marketing Commons
Comments
Honors Thesis