| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 101 === This study analyzes the complexities of culture as it pertains to advertising, specifically how it can impede successful sexual advertising in international markets. Advertising is analyzed for both the United States and China. Initial background research on advertising, sexual appeal and culture was conducted in order to understand the key elements regarding the three topics and their relationship. The interconnected nature of these three concepts was discovered, which allowed for a proper examination of four past studies based. In providing a review of the studies and their respective discoveries, this analysis was able to deduct the nature of similarities and differences that exist between the United States and China. Furthermore the conclusion was that sexual advertising differs between the two countries in levels of nudity, each country prefers their own race for models, they have different factors of attractiveness but they are similar in the sense that both countries’ males prefer sexual appeal and both countries’ females appeal more to emotion.
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