Image Consumption: the Study of Bridal Photography, Semiotic, and Feminine

Jin-Tsann Yeh, Dept. of Commercial Design, Vanung University, Taiwan
Chyong-Ling Lin, Dept. of Business Administration, Lunghwa University, Taiwan

Image Consumption: The Study of

Bridal Photography, Semiotic, and Feminine

*Jin-Tsann Yeh, Vanung University,
**Chyong-Ling Lin, Lunghwa University of Science & Technology,


The growth of bridal photography industry could be a miniature of Taiwanese

anthrop-sociology development records. The conservative bridal photography showed exaggerative make-up and bridal costumes that represented a semiotic of contemporary fashion. However, the import of Western information awoke and educated Taiwanese women to reach an ideal state of self-confidence and autonomy. A researcher developed survey instrument to collect data from 550 randomly selected customers from the cluster of bridal photography salons. The finding revealed that modern Taiwanese women could be independent decision makers and were keen-witted and capable. They would ask for bridal photography based on the value of commemoration and self-expression and agreed that bridal photography represented beauty, romance, and happiness.
[ to cite ]:
Jin-Tsann Yeh and Chyong-Ling Lin (2006) ,"Image Consumption: the Study of Bridal Photography, Semiotic, and Feminine", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 345-349.