Skin Lightening and Beauty in Four Asian Cultures

“Whiteness” or having white skin is considered an important element in constructing female beauty in Asian cultures. A dramatic growth of skin whitening and lightening products has occurred in Asian markets. Contemporary meanings of whiteness are influenced by Western ideologies as well as traditional Asian values and beliefs. In this study, we analyze print advertisements for skin whitening and lightening products in four Asian societies -- India, Hong Kong, Japan and Korea. We compare the verbal messages and visual images for both global brands and local brands and across countries. We find that whiteness in these Asian cultures is both empowering and disempowering as well as both global and local in character.



Citation:

Eric P.H. Li, Hyun Jeong Min, and Russell W. Belk (2008) ,"Skin Lightening and Beauty in Four Asian Cultures", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 444-449.

Authors

Eric P.H. Li, York University, Canada
Hyun Jeong Min, University of Utah
Russell W. Belk, York University, Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

Read More

Featured

The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

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.