The Construction of Beauty: A Cross‐Cultural Analysis of Women's Magazine Advertising

@article{Frith2005TheCO,
  title={The Construction of Beauty: A Cross‐Cultural Analysis of Women's Magazine Advertising},
  author={K. Frith and Ping Shaw and Hong Cheng},
  journal={Journal of Communication},
  year={2005},
  volume={55},
  pages={56-70}
}
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… Expand

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