Comparing portrayals of beauty in outdoor advertisements across six cultures: Bulgaria,Hong Kong,Japan, Poland,South Korea,and Turkey |
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| Authors: | Pamela K Morris |
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| Institution: | 1. School of Communication, Loyola University Chicago, Chicago, IL, USA pmorris1@luc.edu |
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| 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. |
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| Keywords: | advertising/public relations cross-cultural communication content analysis women gender studies |
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