The Construction of 'Whiteness'' in Indonesian Skincare Advertising

This research analyses the discursive construction of beauty through skin care advertisements in Indonesian women’s magazines. A country with the largest emerging middle class in Southeast Asia, we explore the polysemy of whiteness that promise youthful and fair skin to affluent middle-class consumers and the constant ‘upscaling’ of lifestyle norms.


Jeaney Yip and Susan Ainsworth (2016) ,"The Construction of 'Whiteness'' in Indonesian Skincare Advertising", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 766-766.


Jeaney Yip, University of Sydney, Australia
Susan Ainsworth, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More


The Anchoring Effects of Temperature Cues on Price Valuations

Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.