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This dissertation, Content Analysis of Hong Kong Residential Real Estate Newspaper Advertisements, 1953 to 1992 by Choy-ying, Maria, Yu, 余采霙, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: This 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. DOI: 10.5353/th_b5108691 Subjects: Advertising - Real estate business - China - Hong Kong

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