Male Interpretation of Idealized Model Images in Advertising – a Cross Cultural Study

Hazel H. Huang, Durham Business School, UK
Richard Elliott, Bath School of Management, UK
This study explores male interpretation of idealized male and female images and how their interpretation varies across different cultures (i.e. Western versus Far Eastern cultures). With the application of reader-response theory, three differences are identified: (1) criteria of idealized images, (2) perception of realistically idealized images, and (3) the transformation from good-looking images to good adverts.
[ to cite ]:
Hazel H. Huang and Richard Elliott (2011) ,"Male Interpretation of Idealized Model Images in Advertising – a Cross Cultural Study", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.