Western and Asian Models in Japanese Fashion Magazine Ads: The Relationship With Brand Origins and International Versus Domestic Magazines

  title={Western and Asian Models in Japanese Fashion Magazine Ads: The Relationship With Brand Origins and International Versus Domestic Magazines},
  author={Mariko Morimoto and Susan Chang},
  journal={Journal of International Consumer Marketing},
  pages={173 - 187}
ABSTRACT This study used the method of content analysis to investigate the use of models (or endorsers) from different racial/ethnic backgrounds in Japanese print advertising to enhance our knowledge about model selections in Japanese fashion advertising. Particularly, the relationships among portrayals of Western/Asian models in ads, advertisers' origin (foreign or domestic), and the magazine title (Japanese or Japanese editions of global fashion magazines) were closely examined. The results… 

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