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The role of media in any society is vital and is closely related to brands and consumption especially in a vibrant 21st century Asian city. Hong Kong with its free-market economy and urban bustle is a perfect place to observe this in action. But Hong Kong is also deeply conservative in many ways especially with regard to family values, and the presence of overtly sexualized images in advertising sits uncomfortably with the values of modesty and traditional sexual mores that exist there. Young girls are also discovering their identities like any other groups of girls in the world, and often this journey will not be easy. This book deals with media and the extent to which media representations influence girls in Hong Kong and how they are affected by this ubiquitous presence. Through the quantitative and qualitative studies, readers could examine and understand how tween girls and teen girls in Hong Kong interact with the media and how they interpret the messages from the media. The ob

The global youth market is important to international marketers, educators, and policy makers because of its growing purchase power, homogeneity, and its readiness to accept new innovations. This book explores the interplay of the youth segment and the market environment. It employs a variety of research methodologies to analyze how young people in Hong Kong interact with various consumer socializing agents, including parents, peers, media celebrities, government publicities, media contents and advertisements. With evidence-based advice on how to communicate with the youth in the context of consumption of products, services, and ideas, this volume will prove to be a very useful reference to a wide range of readers, including marketing professionals, counselors and educators who work closely with young people as a unique group of target audience.