The Visual Presentation of Beauty in Transnational Fashion Magazine Advertisements

Jie G. Fowler, Les Carlson

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)136-156
Number of pages21
JournalJournal of Current Issues and Research in Advertising
Issue number2
StatePublished - Jul 3 2015

ASJC Scopus subject areas

  • Marketing


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