After enjoying freshly baked rolls and a cup of coffee, reading the newspaper in the living room is what Danes usually do on Sunday mornings. I like reading Danish newspapers, not because of my thirst for knowledge (in fact, I don't understand Danish), but looking at the advertisements helps me understand the Danish culture. Most Danish advertisements are packed with information, especially the ones about various discount offers. For example a particular shop is selling a jacket for only $140, a Tissot watch for $4,000. There's also an autobiography of the Danish Queen for $300. Unlike Hong Kong, where classified pages of most newspapers are flooded with real estate advertisements, in Danish newspapers most ads are related to clothing. Denmark has an open attitude towards sex and pictures of scantily clad girls are common in newspapers. They are used as a tool to attract readers. There are also ads about adult phone lines and bars. You often come across some interesting and even funny advertisements. A Danish teacher told me about one in which a 50-year-old woman said that she would be on vacation, and did not want her friends to visit her on her birthday. This is a way for some Danes to get rid of some visitor 'friends' and also a way to play the fool on their important day. Generally Danish newspapers have fewer advertisements and the front page is seldom used to promote products or companies. Full-page advertisements are also uncommon. When the Danish students at my school saw the full-page ad of the supermarket Wellcome in a Hong Kong newspaper, they were surprised. In Denmark, most supermarkets promote their products and big sales through brochures. Every Friday afternoon, you see young Danes riding their bicycles and dropping brochures into people's mail boxes. In the evening, housewives read these brochures and compare the prices at different supermarkets. These brochures serve as a mini guide for their shopping. Most brochures are coloured and feature daily necessities like food, beverages and cooking utensils. Their popularity is related to the remote location of the supermarkets and their capacity to sell various products, which range from daily necessities to furniture. This allows customers to get all their shopping done easily.