Attitudes towards sexual images in Chinese advertisements by religion
by David S. Waller; Kim-Shyan Fam
International Journal of Chinese Culture and Management (IJCCM), Vol. 3, No. 4, 2015

Abstract: During the Cultural Revolution both advertising and various forms of religion were banned, while since the 1970s the opening up of the Chinese market has seen an increase in international organisations advertising and the officially atheist government recognising that religion as an important element in peoples' lives. This paper looks at the results of a survey of 603 people (497 Atheists and 106 Buddhists) to determine their level offence towards nudity and underwear images in advertising, and ways to reduce the offensiveness. The results will assist companies in becoming more responsible for the images that they show in China.

Online publication date: Thu, 02-Jul-2015

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