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The Construction of Beauty: A Cross-Cultural Analysis of Women's Magazine Advertising
Abstract
As a media genre, advertising offers a unique opportunity to study how the beauty ideal is constructed across cultures. This research analyzes the content of advertisements from women's fashion and beauty magazines in Singapore, Taiwan, and the U.S. to compare how beauty is encoded and found a noticeable difference between the portrayals of women from the U.S. and from the two East Asian societies in terms of sexual portrayal. In addition, Asian ads contained a large proportion of cosmetics and facial beauty products whereas the U.S. ads were dominated by clothing. These findings suggest that beauty in the U.S. may be constructed more in terms of “the body,” whereas in Singapore and Taiwan the defining factor is more related to a pretty face. The article also discusses how feminist critiques of the sexual objectification of women in advertising may need to be considered within their historical, Western context of origin.
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Cultures and Organizations: Software of the Mind.
Triandis, H. C., & Hofstede, G. (1993) · Administrative Science Quarterly · doi:10.2307/2393257 · Cited by 17,696
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Kapidzic, S., & Herring, S. C. (2015) · New Media & Society · doi:10.1177/1461444813520301 · Cited by 159
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Prieler, M., & Choi, J. (2014) · Sex Roles · doi:10.1007/s11199-014-0406-4 · Cited by 55
Demographic and Sociocultural Predictors of Face Image Satisfaction: The U.S. Body Project I
Frederick, D. A., Reynolds, T. A., Barrera, C. A., & Murray, S. B. (2022) · Body Image · doi:10.1016/j.bodyim.2022.01.016 · Cited by 37
Metadata
- Authors
- Frith, K.
- Venue
- Journal of Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2005-03-01
- Volume
- 55
- Issue
- 1
- Pages
- 56-70
- ISSN
- 0021-9916 (ISSN-L)
- 1460-2466
- OpenAlex
- W1987695517
- Cited by
- 298
- References
- 1
- FWCI
- 16.85
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
