Martha Watts
CMC 400
Annotated Bibliography
February 8, 2012
Works Cited
Belk, Russell W., and Richard W. Pollay. "Images of Ourselves:
The Good Life in Twentieth Century Advertising." Journal for Consumer
Research 11.4 (1985): 887-97.
The focus of this article is to look at the way in which advertising shifted from 19001980. The article has a more general approach to the concept of advertising, rather
than focusing in on specifics, which for my research I am more interested. They
wanted to determine if advertising present and image of the “good life” in terms of
luxury and leisure.
Bissell, Kim L., and Jee Y. Chung. "Americanized Beauty? Predictors of
Perceived Attractiveness from US and South Korean Participants Based on
Media Exposure, Ethnicity, and Socio-cultural Attitudes toward Ideal
Beauty." Asian Journal of Communication 19.2 (2009): 227-47.
This article looks at the way media influences Americans and South Koreans
perceptions of attractiveness. The group looked at in this study were college age
students. They found that magazines and the advertisements seen there were the
most influential on viewers. The results showed that US magazines have a great deal
to do with how people even in South Korea view themselves. It was also found that
even when looking at magazines that were based in South Korea there was a great
influence of a “Westernized” look.
Biswas, Abhijit, Janeen Olsen, and Valarie Carlet. "A Comparison of Print
Advertisements from the United States and France." Journal of Advertising
Research 21.4 (1992): 73-81.
The focus of this research was to look if there are differences in advertisements in
France and the United States in terms of emotional appeals, information content, the
use of humor, and sex. This research was done to inform advertisers that to some
degree there need to be some differences in their advertising techniques depending on
the given country. The differences found from this research are that French
advertisements tend to hve more emotional appeals and that American ads have more
information cues. Additionally sex appeals were more common in French
advertisements.
Bjerke, Rune, and Rosemary Polegato. "How Well Do Advertising Images of Health
and Beauty Travel Across Cultures? A Self-Concept Perspective." Psychology
and Marketing 23.10 (2006): 865-84.
This article focuses on the cross-cultural perceptions of the ideal female in terms of
health and beauty. The researches used 750 participants in five European countries.
Their goal was to conclue that advertisers need to be more aware of the differences in
ideal beauty types depending on the country they are advertising for. The two
research questions used were: "Are there cross-cultural differences in the beauty type
women prefer to look like to look healthier or more beautiful?" and "Are there crosscultural differences in the ideal eye and hair colors that characterize healthy and
beautiful?"
Chaudhuri, Maitrayee. "Gender and Advertisements: The Rhetoric of
Globalization."Women's Studies International Forum 24.3/4 (2001): 373-85.
The focus of this article is the way advertising has changed in India and the portrayals
of males and females through globalization. They use advertisements to show
globalization in India. From reading through this article I have found that it really will
not be very helpful for my research.
Firth, Katherine, Ping Shaw, and Hong Cheng. "The Construction of Beauty: A
Cross-Cultural Analysis of Women’s Magazine Advertising." Journal of
Communication (2005): 56-70.
This articles looks to find the differences represented in advertising in Asia versus the
US. It looks to see how beauty is constructed based on the given culture and what the
different culture focus on as the most important aspects of beauty. The study looks to
answer four questions: “Caucasian models will be used more often across cultures than
models of other ethnic groups in women’s beauty and fashion magazine advertising.”
“The beauty types used in women’s magazine advertising will differ in the U.S.,
Singapore, and Taiwan.” “The beauty types for Caucasian models will differn from
those used for Asian models.” “The types of products advertised in women’s fashion
and beauty magazines will differ across cultures”. They found that the belief that
women are used as sexual objects in advertisements is not necessarily something that
goes across cultural lines.
Ghosh, Sanjukta. "Con-fusing Exotic: Producing India in U.S. Advertising. "Gender,
Race, and Class in Media: A Text Reader. 2nd ed. Thousand Oaks: Sage
Publications, 2003. 274-82.
This article looks at the way women from India are not portrayed well in US
advertising. There are issues that images of these women rarely are displayed in US
advertisng and if they are they are clichés. The emphasis is that there needs to be
differences in the way we advertise different cultures just like the way we
differentiate between the different types of advertising used for white American
women.
Kirkham, Pat, Weller, Alex. "Cosmetics: A Clinique Case Study." Gender, Race, and
Class in Media: A Text Reader. 2nd ed. Thousand Oaks: Sage Publications,
2003. 268-73.
The article looks at the way products are advertised towards men and women. They
focus on the way in which product package can lead to people more enticed to
consume. Gender stereotypes in the marketing and packaging of these products is
extremely prevalent.
Lafky, Sue, Margaret Duffy, Mary Steinmaus, and Dan Berkowitz. "Looking
through Gendered Lenses: Female Stereotyping in Advertisements and
Gender Role Expectations." Journalism and Mass Communication Quarterly
73.2 (1996): 379-88.
The article’s focus is on gender role stereotyping, which is somewhat useful as
background information into my research of women in advertisements, but there is no
connection in this article to cross cultural advertising. The method used was to give
seventy five high school students advertisements from a magazine of stereotypical
images of women and fifty students were given images that would be considered nonstereotypical. The findings of this study supported all three of their hypotheses.
Li, Eric P., Hyun Jeong Min, Russell W. Belk, Junko Kimura, and Shalini Bahl. "Skin
Lightening and Beauty in Four Asian Countries." Advances in Consumer
Research 35 (2008): 444-49.
The focus of this article is on the rise of skin lightening products that are sold in Asia.
They look at the advertisements for these products in India, Hong Kong, Japan, and
Korea. These products are the best-selling beauty product in Asia because women
want to obtain a higher status by having fairer skin. This article directly relates what I
want to look at in advertising, which is the differences in the products and types of
advertising used in different cultures in comparison to the United States.
Maynard, Michael L., and Charles R. Taylor. "Girlish Images across Cultures:
Analyzing Japanese versus U.S. Seventeen Magazine Ads." Journal of
Advertising 28.1 (1999): 39-48.
This article looks at the difference in advertising towards teenage girls in Japan versus
the United States. They way they researched this was by looking at 263
advertisements that were in eight issues of Seventeen magazine, using four from
Japan and four from the United States. There were some significant differences found
between the types of advertisements, which are thought to be because of the
differences in the way American culture looks at the “self” versus the way it is
portrayed in Japan.
Pollay, Richard W. (1986), "The Distorted Mirror: Reflections on the Unintended
Consequences of Advertising," Journal of Marketing, 50 (April), 18-36.
This article looks into the negative aspects advertising can have on viewers’
perceptions. This article is from 1986, and since it is so dated I am not sure how much
use it will be for my research, since there is so much current research done on
advertising. This article does call for the need to further research the topic of
advertising which now we see is quite a highly researched topic. It looks at how
advertising portrays multiple aspects and life situations.
Richins, Marsha L. "Social Comparison and the Idealized Images of Advertising."
Journal of Consumer Research 18.1 (1991): 71-83.
The research in this article is on the social comparison theory, and how people have a
tendency to compare themselves to the images they see in advertisements. This in
turn leads to dissatisfaction of the “self” because of the unobtainable images used in
the advertisements. People have a tendency to look at normal or “average” people as
less attractive after looking at advertisements using beautiful models. The social
comparison theory is definitely important when it comes to advertising, but I do not
know how relevant it will be for the type of research I am looking into.
Saraswati, L Ayu. "Cosmopolitan Whiteness: The Effects and Affects of SkinWhitening Advertisements in a Transnational Women's Magazine in
Indonesia." Meridians 10.2 (2010): 15-41.
This article looks at the skin whitening techniques used in advertisements in an
Indonesian Cosmopolitan magazine and then skin tanning products advertised in a US
Cosmopolitan. She looks to show that there is a difference between wanting to
become more “white” and wanting to become more “Caucasian white”. She looks into
the concept of what she considers “cosmopolitan whiteness” through the
advertisements.
Solomon, Michael R., Richard D. Ashmore, and Laura C. Longo. "The Beauty
Match-Up Hypothesis: Congruence Between Types of Beauty and Product
Images in Advertising." Journal of Advertising 11.4 (1992): 24-33.
This article looks at the beauty match-up hypothesis, which is that “perceivers
distinguish multiple types of physical attractiveness and that these specific types are
seen as more or less suitable for certain products when paired in advertising”. They
want to look at the idea that simply using an attractive model is not enough to
advertise products. From their research they found that the data supports both parts
of their hypothesis about beauty match-up. This article is helpful because it looks into
the ways certain products are advertised which I can apply to my look at the way
products are advertised cross-culturally.