TY - JOUR
T1 - Marketing Images of Marriage Rituals
T2 - A Cross-Cultural Analysis of Wedding Magazine Advertising
AU - LO, Wai Han
N1 - Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2018/3/15
Y1 - 2018/3/15
N2 - To understand power dynamics between Chinese and Western cultures, this research examines the content of advertisements from bridal magazines in Hong Kong, China, and the US. Wedding magazines in Chinese societies visualize the hegemonic power of Western cultures using English language text, Caucasian models and Western wedding practices. Meanwhile, culture plays a role in selling ritual goods. Clothing advertisements were more common in the US, suggesting that the beauty of the bride in the US is important with respect to the body, whereas in China beauty in terms of both the body and face is important.
AB - To understand power dynamics between Chinese and Western cultures, this research examines the content of advertisements from bridal magazines in Hong Kong, China, and the US. Wedding magazines in Chinese societies visualize the hegemonic power of Western cultures using English language text, Caucasian models and Western wedding practices. Meanwhile, culture plays a role in selling ritual goods. Clothing advertisements were more common in the US, suggesting that the beauty of the bride in the US is important with respect to the body, whereas in China beauty in terms of both the body and face is important.
KW - Advertising
KW - globalization
KW - magazines
KW - rituals
KW - wedding
UR - http://www.scopus.com/inward/record.url?scp=85041099341&partnerID=8YFLogxK
U2 - 10.1080/08961530.2017.1381871
DO - 10.1080/08961530.2017.1381871
M3 - Journal article
AN - SCOPUS:85041099341
SN - 0896-1530
VL - 30
SP - 128
EP - 146
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 2
ER -