Marketing Images of Marriage Rituals: A Cross-Cultural Analysis of Wedding Magazine Advertising

Wai Han LO*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish
Pages (from-to)128-146
Number of pages19
JournalJournal of International Consumer Marketing
Volume30
Issue number2
DOIs
Publication statusPublished - 15 Mar 2018

Scopus Subject Areas

  • Management Information Systems
  • Marketing

User-Defined Keywords

  • Advertising
  • globalization
  • magazines
  • rituals
  • wedding

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