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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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