Transcription of ASSOCIATION FOR CONSUMER RESEARCH - ACR
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ASSOCIATION FOR CONSUMER RESEARCH - ACR
ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Skin Lightening and Beauty in Four Asian CulturesEric Li, York University, Canada Hyun Jeong Min, University of Utah Russell W. Belk, York University, Canada Whiteness or having white skin is considered an important element in constructing female beauty in Asian cultures. A dramaticgrowth of skin whitening and lightening products has occurred in Asian markets. Contemporary meanings of whiteness are influencedby Western ideologies as well as traditional Asian values and beliefs. In this study, we analyze print advertisements for skin whiteningand lightening products in four Asian societies -- India, Hong Kong, Japan and Korea. We compare the verbal messages and visualimages for both global brands and local brands and across countries.
Advances in Consumer Research (Volume 35) / 445 part of this project has entailed equating dark skin color with dirt, filth, and defilement (Spurr 1993).
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