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 language||English (US)|
|Number of pages||21|
|Journal||Journal of Current Issues and Research in Advertising|
|State||Published - Jul 3 2015|
ASJC Scopus subject areas