Abstract
This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent.
| Original language | American English |
|---|---|
| Journal | Asian Journal of Communication |
| State | Published - Feb 25 2014 |
Keywords
- Advertising
- Culture
- Beauty
- Gender
- Content Analysis
Disciplines
- Advertising and Promotion Management
- Communication