TY - JOUR
T1 - The Visual Presentation of Beauty in Transnational Fashion Magazine Advertisements
AU - Fowler, Jie G.
AU - Carlson, Les
N1 - Publisher Copyright:
© 2015, Copyright © American Academy of Advertising.
PY - 2015/7/3
Y1 - 2015/7/3
N2 - In the age of globalization, fashion advertising images are increasingly used in multiple cultural arenas. As such, the purpose of the study is to examine how Western media operates in a non-Western context. Specifically, the research aims to investigate how beauty ideals and ethnicity are portrayed in transnational fashion ads. The findings suggest beauty ideals in fashion ads contain similarities and differences across cultural boundaries. In addition, ethnicity of the models plays a crucial role in fashion display. Overall, the research sheds light on cultural theories and promotion strategies in global advertising.
AB - In the age of globalization, fashion advertising images are increasingly used in multiple cultural arenas. As such, the purpose of the study is to examine how Western media operates in a non-Western context. Specifically, the research aims to investigate how beauty ideals and ethnicity are portrayed in transnational fashion ads. The findings suggest beauty ideals in fashion ads contain similarities and differences across cultural boundaries. In addition, ethnicity of the models plays a crucial role in fashion display. Overall, the research sheds light on cultural theories and promotion strategies in global advertising.
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U2 - 10.1080/10641734.2015.1023872
DO - 10.1080/10641734.2015.1023872
M3 - Article
AN - SCOPUS:84929259651
SN - 1064-1734
VL - 36
SP - 136
EP - 156
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -