Return to search

The impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skin

Master of Science / Department of Journalism and Mass Communications / Xiaochen A. Zhang / Most of the models in Chinese fashion magazine advertisements are Caucasian women today. White skin, as one of their Caucasian characteristics, is particularly emphasized. Millions of Chinese women are bombarded with the advertising’s message of “having white skin is beautiful” every day. My research suggests that this kind of adverting depicts white skin as a beauty ideal; the prevalence of Caucasian models in whitening products’ magazine advertisements constructs body-esteem, self-esteem, and purchase decision-making of Chinese women. The Social Judgment Theory is employed in this research as a theoretical framework. It is a way to explain when persuasive messages are most likely to succeed and how people make judgments about them. Understanding this phenomenon will ultimately provide insight into addressing the effects of the promotion of fashion magazine advertisements on Chinese women. It is further anticipated that future researchers will expand and improve the knowledge of the Chinese advertising market.

Identiferoai:union.ndltd.org:KSU/oai:krex.k-state.edu:2097/38273
Date January 1900
CreatorsWang, Kaidi
PublisherKansas State University
Source SetsK-State Research Exchange
Languageen_US
Detected LanguageEnglish
TypeThesis

Page generated in 0.0016 seconds