Dissertation/Thesis Abstract

The Difference Between United States and Taiwanese Media in Promotion of Body Hair Removal
by Yen, Chia-Ying, M.S., Southern Illinois University at Edwardsville, 2016, 58; 10249774
Abstract (Summary)

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.

Indexing (document details)
Advisor: Mishra, Suman
Commitee: Ibroscheva, Elza, Li, Shi
School: Southern Illinois University at Edwardsville
Department: Mass Communication
School Location: United States -- Illinois
Source: MAI 56/03M(E), Masters Abstracts International
Source Type: DISSERTATION
Subjects: Womens studies, Mass communications
Keywords: Advertising, Body hair, Cross-cultural study, Feminism, Marketing
Publication Number: 10249774
ISBN: 9781369530698
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