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 MoreFeatured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex
Featured
A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility
Justin Graeber, University of Texas at Austin, USA
Featured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA