Article
Comparing portrayals of beauty in outdoor advertisements across six cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey
Asian Journal of Communication
(2014)
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.
Keywords
- Advertising,
- Culture,
- Beauty,
- Gender,
- Content Analysis
Disciplines
Publication Date
February 25, 2014
Citation Information
Pamela K. Morris. "Comparing portrayals of beauty in outdoor advertisements across six cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey" Asian Journal of Communication (2014) Available at: http://works.bepress.com/pamela_morris/22/