The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion.
Organised into two main sections, this title discusses how tween girls and teen girls in Hong Kong are being influenced by the images and celebrities from the media in evaluating the gender roles and sexuality. Through quantitative and qualitative studies, it examines and understands how girls interact with the media and how they interpret messages from the media.
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