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Centre for Cultural Research and Development 文化研究及發展中心

Advertising Hong Kong’s modern domestic ideal

Keywords

An analysis of Hong Kong newspaper advertisements on Hong Kong residential properties and domestic products from 1946 to 2008

Hong Kong has the least affordable housing in the world. In many ways, Hong Kong’s property market represents that of other ‘global cities’, which are important nodes of global culture and capital flows. However, little is known about its housing advertisements. This contextual and longitudinal study aims to examine Hong Kong housing advertisements from 1961 to 2011. Using content analysis and textual analysis, we examine how and why representations of the ideal home have changed, how ‘luxury’ housing with escalating prices is produced, and the role of the state and housing developers in housing consumption.

Principal Investigator:
CHOI Wing Yee Kimburley

Funding:
University Grants Committee, General Research Fund (2016/17) n. 11616216. HKD221,500. Completed in 2019.