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Table Of Contents

Male Cosmetics in the United States and China
Comparing China to the United States
The Economics of Advertising
Table 1. China’s Advertising Development, 1993-2001
Purpose of Study
Theoretical Grounding
Schema Theory
Social Learning Theory
Cultural Differences
Gender and Advertising
Gender and Culture
Gender Images in Advertising
Gender Stereotypes
Gender Stereotype and Color Display in Advertisements
Gender Stereotypes and Nudity in Advertising
Globalization and Advertising
Research Questions
Data Collection
Coding Categories
Intercoder Reliablity
Relation to Previous Research
Limitations and Future Studies
APPENDIX I: Coding Sheet
APPENDIX II: Coding Book
APPENDIX III: Advertisement Examples
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Feng Wei

Feng Wei

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Published by Kelly You

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Published by: Kelly You on Mar 07, 2012
Copyright:Attribution Non-commercial


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