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

dc.contributor.authorWang, Kaidi
dc.date.accessioned2017-11-27T16:10:29Z
dc.date.available2017-11-27T16:10:29Z
dc.date.graduationmonthDecemberen_US
dc.date.issued2017-12-01en_US
dc.date.published2017en_US
dc.description.abstractMost 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.description.advisorXiaochen A. Zhangen_US
dc.description.degreeMaster of Scienceen_US
dc.description.departmentDepartment of Journalism and Mass Communicationsen_US
dc.description.levelMastersen_US
dc.identifier.urihttp://hdl.handle.net/2097/38273
dc.language.isoen_USen_US
dc.publisherKansas State Universityen
dc.subjectBody esteemen_US
dc.subjectSelf esteemen_US
dc.subjectSocial Judgment Theoryen_US
dc.subjectImpact of advertisementsen_US
dc.subjectChinese advertising marketen_US
dc.subjectMagazine advertisementsen_US
dc.titleThe impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skinen_US
dc.typeThesisen_US

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