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

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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

Share Proceeding

Featured papers

See More


P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More


O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More


P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations

Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK

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.