Description
***The location of this dissertation is based on United Kingdom***
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Sex Appeal and high nudity adverts have been widely used by media (billboards, online) in many countries. The aim of this research is to understand how Chinese and Western young consumers are likely to have different evaluations and responses toward sex appeal tactics (Hamilton, 1998) and find out the effectiveness of adverts which use sex appeal to increase marketing attractiveness of young adults in UK and China.
