1. Atkin, C.K. (1975) Effects of Television Advertising on Children. East Lansing, MI: Michigan State Univeisity Press.
2. Bradley, M.F. (1987) Nature and significance of international marketing: a review. Journal of Business Research 15, 52-6.
3. Broadcasting Authority (1993) Television Code of Practice on Advertising Standards. Hong Kong: Government Printer.
4. Brown, D. and Bryant, J. (1983) Humour in the mass media. In P.E. McGhee and J.H. Goldstein (eds), Handbook of Humor Research, Vol. 2, Applied Studies. New York: Springer-Verlag.
5. Chan, K. and Ruidl, R. (1996) Predicting attitudes toward television advertising: the view from Hong Kong. Paper presented at 20th IAMCR Scientific Conference and General Assembly, Sydney 18-22 August.