The impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skin

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dc.contributor.author Wang, Kaidi
dc.date.accessioned 2017-11-27T16:10:29Z
dc.date.available 2017-11-27T16:10:29Z
dc.date.issued 2017-12-01 en_US
dc.identifier.uri http://hdl.handle.net/2097/38273
dc.description.abstract Most of the models in Chinese fashion magazine advertisements are Caucasian women today. White skin, as one of their Caucasian characteristics, is particularly emphasized. Millions of Chinese women are bombarded with the advertising’s message of “having white skin is beautiful” every day. My research suggests that this kind of adverting depicts white skin as a beauty ideal; the prevalence of Caucasian models in whitening products’ magazine advertisements constructs body-esteem, self-esteem, and purchase decision-making of Chinese women. The Social Judgment Theory is employed in this research as a theoretical framework. It is a way to explain when persuasive messages are most likely to succeed and how people make judgments about them. Understanding this phenomenon will ultimately provide insight into addressing the effects of the promotion of fashion magazine advertisements on Chinese women. It is further anticipated that future researchers will expand and improve the knowledge of the Chinese advertising market. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Body esteem en_US
dc.subject Self esteem en_US
dc.subject Social Judgment Theory en_US
dc.subject Impact of advertisements en_US
dc.subject Chinese advertising market en_US
dc.subject Magazine advertisements en_US
dc.title The impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skin en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Journalism and Mass Communications en_US
dc.description.advisor Xiaochen A. Zhang en_US
dc.date.published 2017 en_US
dc.date.graduationmonth December en_US


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