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- Title
Skin Lightening and Beauty in Four Asian Cultures.
- Authors
Li, Eric P. H.; Hyun Jeong Min; Belk, Russell W.; Kimura, Junko; Bahl, Shalini
- Abstract
"Whiteness" or having white skin is considered an important element in constructing female beauty in Asian cultures. A dramatic growth of skin whitening and lightening products has occurred in Asian markets. Contemporary meanings of whiteness are influenced by Western ideologies as well as traditional Asian values and beliefs. In this study, we analyze print advertisements for skin whitening and lightening products in four Asian societies- India, Hong Kong, Japan and Korea. We compare the verbal messages and visual images for both global brands and local brands and across countries. We find that whiteness in these Asian cultures is both empowering and disempowering as well as both global and local in character.
- Subjects
ASIA; INTERNATIONAL business enterprises; INTERNATIONAL trade; EXPORT marketing; BUSINESS logistics; BUSINESS development
- Publication
Advances in Consumer Research, 2008, Vol 35, p444
- ISSN
0098-9258
- Publication type
Article