Malaysian Chinese reaction towards nudity in advertising

• Main Author: Tiong, Kung Leong
• Format: Thesis
• Language: English
• Published: 2008
• Subjects: HB Economic Theory; HT Communities. Classes. Races
• Online Access: http://ir.unimas.my/id/eprint/16584/3/Malaysian%20Chinese%20reaction%20towards%20nudity%20in%20advertising%20%28fulltext%29.pdf; http://ir.unimas.my/id/eprint/16584/

This research contributes to find out the Malaysian Chinese community’s reactions towards the used of nudity in advertisements. The theoretical implications of this research included : (1) there are likely to be positive reaction toward nudity in advertising for Chinese in Malaysia and Chinese in China. (2) Bth male and female Chinese also react more favourable to nudity of opposite gender in advertisements compare to other ethnic groups in previous researches. (3) There is less evidence show the cross-cultural difference of nudity in advertising in this research.