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postgraduate thesis: Content analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992

TitleContent analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992
Authors
Advisors
Advisor(s):Lai, LWC
Issue Date2012
PublisherThe University of Hong Kong (Pokfulam, Hong Kong)
Citation
Yu, C. M. [余采霙]. (2012). Content analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5108691
AbstractThis is an original study based on information in publicly available newspaper advertisements and other available documentary data that span a period of over 40 years on the changes in consumer preferences for housing attributes. The aim study is to evaluate Fong’s (2007) hypothesis, “The Hong Kong domestic ideal has moved from a concern for utility in 1970’s to a concern for quality and stylish living in 1990’s” using superior information. It traces the changes in advertisements by using the content analysis method and case studies. Reviewing 2,000 data sets drawn from samples of newspapers for four months out of each year for over 40 years from 1953 to 1992, it was found that the image of a flat, as created by developers, changed over time. Over the years, developers have sequentially made use of the listings of interior space, exterior space, and surrounded environments to emphasize the respective elements of an “ideal” home. These changes were well demonstrated by the real estate advertisements in Hong Kong.
DegreeMaster of Philosophy
SubjectAdvertising - Real estate business - China - Hong Kong
Dept/ProgramReal Estate and Construction
Persistent Identifierhttp://hdl.handle.net/10722/193473

 

DC FieldValueLanguage
dc.contributor.advisorLai, LWC-
dc.contributor.authorYu, Choy-ying, Maria-
dc.contributor.author余采霙-
dc.date.accessioned2014-01-10T09:45:53Z-
dc.date.available2014-01-10T09:45:53Z-
dc.date.issued2012-
dc.identifier.citationYu, C. M. [余采霙]. (2012). Content analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5108691-
dc.identifier.urihttp://hdl.handle.net/10722/193473-
dc.description.abstractThis is an original study based on information in publicly available newspaper advertisements and other available documentary data that span a period of over 40 years on the changes in consumer preferences for housing attributes. The aim study is to evaluate Fong’s (2007) hypothesis, “The Hong Kong domestic ideal has moved from a concern for utility in 1970’s to a concern for quality and stylish living in 1990’s” using superior information. It traces the changes in advertisements by using the content analysis method and case studies. Reviewing 2,000 data sets drawn from samples of newspapers for four months out of each year for over 40 years from 1953 to 1992, it was found that the image of a flat, as created by developers, changed over time. Over the years, developers have sequentially made use of the listings of interior space, exterior space, and surrounded environments to emphasize the respective elements of an “ideal” home. These changes were well demonstrated by the real estate advertisements in Hong Kong.-
dc.languageeng-
dc.publisherThe University of Hong Kong (Pokfulam, Hong Kong)-
dc.relation.ispartofHKU Theses Online (HKUTO)-
dc.rightsThe author retains all proprietary rights, (such as patent rights) and the right to use in future works.-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subject.lcshAdvertising - Real estate business - China - Hong Kong-
dc.titleContent analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992-
dc.typePG_Thesis-
dc.identifier.hkulb5108691-
dc.description.thesisnameMaster of Philosophy-
dc.description.thesislevelMaster-
dc.description.thesisdisciplineReal Estate and Construction-
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.5353/th_b5108691-
dc.date.hkucongregation2013-

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