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  • Advertising Modernity

Advertising Modernity

"Home," Space and Privacy

Sidney C.H. Cheung, Eric K.W. Ma


English , 1999/01 HKIAPS, Occasional Paper Series Hong Kong Institute of Asia-Pacific Studies, CUHK

Tags: Hong Kong Studies, Journalism & Communication

215 x 140 mm , 26pp ISBN : 978-962-441-093-8

  • US$2.50


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Advertising Modernity: "Home," Space and Privacy For most people in Hong Kong, buying one's own apartment seems to be the biggest purchase, and conditions to be measured for the final decision should not be overlooked. Advertisements for living environment have been changing so much, with the ideal always related to the existing social values. In this paper, we show how Hong Kong's lifestyles have been changing in the last five decades based on change in housing development and on how people are "taught" in the form of idealized lifestyles through housing advertisements. By using data from newspaper and television advertisements, we seek to understand such changing concepts as "home," space and privacy in contemporary Hong Kong society. We seek to analyze how the two factors - government policy and media advertisements - have contributed to our present ideal of the "home," and the new town development in Ma On Shan is used as demonstrative case in this study.

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