Advertising whiteness: An assessment of skin color preferences among urban chinese

Angela K Y MAK

doi:10.1080/15551390701670768

Advertising whiteness: An assessment of skin color preferences among urban chinese

Angela K Y MAK^*

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

This research examines a key determinant of female beauty among urban Chinese women: white facial skin color. By using Williams' "Personal Impact Assessment," (2000a) the article investigates how the use of vivid images in recent advertisements for whitening skin care products helps shape both the individual and the social values among female product users and the opposite sex. The Chinese proverb, Yi Bai Zhe San Chou (fair skin can hide three facial flaws), is also examined.

Original language	English
Pages (from-to)	144-157
Number of pages	14
Journal	International Journal of Phytoremediation
Volume	21
Issue number	1
DOIs	https://doi.org/10.1080/15551390701670768
Publication status	Published - 2007

Scopus Subject Areas

Environmental Chemistry
Pollution
Plant Science

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10.1080/15551390701670768

Cite this

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AB - This research examines a key determinant of female beauty among urban Chinese women: white facial skin color. By using Williams' "Personal Impact Assessment," (2000a) the article investigates how the use of vivid images in recent advertisements for whitening skin care products helps shape both the individual and the social values among female product users and the opposite sex. The Chinese proverb, Yi Bai Zhe San Chou (fair skin can hide three facial flaws), is also examined.

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Advertising whiteness: An assessment of skin color preferences among urban chinese

Abstract

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