Western standards of beauty flow through advertising from the West to other parts of the world and have impacts, especially on women. Advertisers not only promote products, they also promote certain ideal practices, which help them increase their profit. This study examines one such practice: the promotion of body hair removal. The current exploratory research compares body hair removal advertising from the U.S., a low-context country, with that of Taiwan, a high-context country, using qualitative content analysis. The findings of the study show that advertisers adapted their strategies to the local culture in order to appeal to the local expectations.
|Commitee:||Ibroscheva, Elza, Li, Shi|
|School:||Southern Illinois University at Edwardsville|
|School Location:||United States -- Illinois|
|Source:||MAI 56/03M(E), Masters Abstracts International|
|Subjects:||Womens studies, Mass communications|
|Keywords:||Advertising, Body hair, Cross-cultural study, Feminism, Marketing|
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