目錄 3 p1 n& d; Y, ^ List of Illustrations5 w8 a6 |0 r6 M
Foreword + P" K9 | W$ N3 j- E Preface5 r e8 d3 ~! P' x% ?
List of Contributors : z6 y4 F7 x) z$ p# w 1. An Overview of the Indicators of Advertising Performance◎Fanny Fong Yee Chan1 z: Z4 F) w p4 f6 i# S
2. The Hong Kong Advertising Scene◎Lennon Tsang and Jason Wong : Z. Z/ }6 s4 K 3. Meanings of Creativity among Advertising Practitioners◎Hei Ting Wong# b* n6 ?( O& v. l# ~! X
4. Branded Contents: Public Attitudes and Regulation◎Fanny Fong Yee Chan2 A) n$ H3 W) w6 T5 k/ Y
5. Controversial and Offensive Advertising◎Kara Chan and Dickson Yeung3 Z# a' C% N* S+ V6 s6 z% E
6. Advertising Regulations in Hong Kong◎Annisa Lee & m9 c6 J; Q* K; k 7. Personal Loan Advertisements in Hong Kong: A Semiotic Study◎Kara Chan， Hong Cheng， Melannie Zhan and Dickson Yeung + ?9 r3 |( Q8 w# u8 K1 j5 x" f 8. Gender Portrayal in Advertising◎Kara Chan and Yolanda Cheng( {$ B4 I$ X* R& B5 G/ x
9. Responses to Gendered Advertisements◎Yu Leung Ng and Kara Chan3 W! P$ f: _& j' ^) C; d) W
10. Children and Advertising◎Kara Chan and Anqi Huang 0 @4 A0 g3 ]0 V; l. e! v 11. Advertising Medical Services◎Kara Chan， Lennon Tsang and Vivienne Leung 1 J4 g& S) r- E' [% u 12. Advancing Social Causes through Video Games◎Vincie Pui Yuen Lee 5 n' f' Q7 A! _& `3 p7 X- r$ L 13. Political Advertising and Public Service Advertisements◎William Dezheng Feng. }3 T) N- f; D7 Z C
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