Race, beauty type, and femininity in fashion advertising: Analysis of young Chinese female consumers’ responses

References

• Akaka, M.A., and D.L. Alden. 2010. Global Brand positioning and perceptions: International advertising and global consumer culture. International Journal of Advertising 29, no. 1: 37–56.
   Web of Science ®Google Scholar
• Alden, D.L., J.B.E.M. Steenkamp, and R. Batra. 1999. Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing 63, no. 1: 75–87.
   Web of Science ®Google Scholar
• Borau, S., and J.-F. Bonnefon. 2017. The advertising performance of non-ideal female models as a function of viewers’ body mass index: a moderated mediation analysis of two competing affective pathways. International Journal of Advertising 36, no. 3: 457–76.
   Web of Science ®Google Scholar
• Chan, K., Y.L. Ng, and R.B. Williams. 2012. Adolescent girls’ interpretation of sexuality found in media images. Intercultural Communication Studies 21: 63–81.
   Google Scholar
• Chang, C. 2008. The effectiveness of using a global look in an Asian market. Journal of Advertising Research 48, no. 2: 199–214.
   Web of Science ®Google Scholar
• Chang, C., and H. Li. 2010. Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the US. International Journal of Advertising 29, no. 3: 451–72.
   Web of Science ®Google Scholar
• De Mooij, M. 2003. Convergence and divergence in consumer behavior: Implications for global advertising. International Journal of Advertising 22, no. 2: 183–202.
   Google Scholar
• den Hartog, D.N. 2004. Assertiveness. In Culture, Leadership, and Organizations, ed. Robert J. House, Paul J. Hanges, Mansour Javidan, Peter W. Dorfman, and Vipin Gupta, 395–436. Thousand Oaks, CA: Sage.
   Google Scholar
• Drake, V.E. 2017. The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing 7, no. 3: 593–9.
   Google Scholar
• Englis, B.G., M.R. Solomon, and R.D. Ashmore. 1994. Beauty before the eyes of beholders: the cultural encoding of beauty types in magazine advertising and music television. Journal of Advertising 23, no. 2: 49–64.
   Web of Science ®Google Scholar
• Entwistle, J. 2015. The fashioned body: Fashion, dress and social theory. Cambridge: John Wiley & Sons.
   Google Scholar
• Evans, H. 2002. Past, perfect or imperfect: Changing images of the ideal wife. In Chinese femininities/Chinese masculinities, ed. Susan Brownell and Jeffrey N. Wasserstrom, 335–60. CA: University of California press.
   Google Scholar
• Fan, R. 2011. The renaissance of confucianism in contemporary China. New York: Springer.
   Google Scholar
• Fowler, J.G., J.A. Muncy, and R. Iyer. 2017. The cultural meaning transfer of fashion aesthetics. Journal of Current Issues & Research in Advertising 38, no. 2: 107–28.
   Google Scholar
• Frith, K., H. Cheng, and P. Shaw. 2004. Race and beauty: a comparison of Asian and Western models in women’s magazine advertisements. Sex Roles 50, no. 1/2: 53–61.
   Web of Science ®Google Scholar
• Frith, K., P. Shaw, and H. Cheng. 2005. The construction of beauty: a cross-cultural analysis of women’s magazine advertising. Journal of Communication 55, no. 1: 56–70.
   Web of Science ®Google Scholar
• Fu, P., R. Wu, Y. Yang, and J. Ye. 2007. Chinese culture and leadership. In Culture and leadership across the world: the GLOBE book of in-Depth studies of 25 societies, ed. Jagdeep S. Chhokar, Felix C. Brodbeck, Robert J. House, 877–907. New York: Lawrence Erlbaum Associates.
   Google Scholar
• Gill, R. 2007. Postfeminist media culture. European Journal of Cultural Studies 10, no. 2: 147–66.
   Google Scholar
• Goffman, E. 1979. Gender advertisements. London: Macmillan.
   Google Scholar
• Halliwell, E., H. Malson, and I. Tischner. 2011. Are contemporary media images which seem to display women as sexually empowered actually harmful to women? Psychology of Women Quarterly 35, no. 1: 38–45.
   Web of Science ®Google Scholar
• Hsu, C.-K. 2018. Femvertising: State of the art. Journal of Brand Strategy 7: 28–47.
   Google Scholar
• Hung, K.H., S.Y. Li, and R.W. Belk. 2007. Glocal understandings: Female readers’ perceptions of the new woman in Chinese advertising. Journal of International Business Studies 38, no. 6: 1034–51.
   Web of Science ®Google Scholar
• iResearch. 2019. The “Upgrade Generation” in China: Female clothing consumption report. http://report.iresearch.cn/report/201905/3367.shtml
   Google Scholar
• Johansson, P. 1999. Consuming the other: the fetish of the Western woman in Chinese advertising and popular culture. Postcolonial Studies 2, no. 3: 377–88.
   Google Scholar
• Jones, G. 2011. Globalization and beauty: a historical and firm perspective. EurAmerica 41: 885–916.
   Google Scholar
• Kim, S., K.Y. Luk, B. Xia, N. Xu, and X. Yin. 2020. Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China? International Journal of Advertising 39, no. 6: 824–42.
   Web of Science ®Google Scholar
• Ko, E., E. Kim, C.R. Taylor, K.H. Kim, and I.J. Kang. 2007. Cross-national market segmentation in the fashion industry: a study of European, Korean, and US consumers. International Marketing Review 24, no. 5: 629–51.
   Web of Science ®Google Scholar
• Lazar, M.M. 2006. Discover the power of femininity! analyzing global ‘power femininty’ in local advertising. Feminist Media Studies 6, no. 4: 505–17.
   Google Scholar
• Lin, Y.C., K.Y. Wang, and J.Y. Hsieh. 2017. Creating an effective code-switched ad for monolinguals: the influence of Brand origin and foreign language familiarity. International Journal of Advertising 36, no. 4: 613–31.
   Web of Science ®Google Scholar
• Liu, F. 2006. Boys as only-children and girls as only-children-parental gendered expectations of the only-child in the nuclear Chinese family in present-day China. Gender and Education 18, no. 5: 491–505.
   Web of Science ®Google Scholar
• Ma, E.K.W. 2002. Trends factory: a visual ethnography. Shanghai: Fudan University Press. (Chinese).
   Google Scholar
• Man, E.K.W. 2000. Female bodily aesthetics, politics, and feminine ideals of beauty in China. In Beauty matters, ed. Peggy Z. Brand, 169–96. Indiana: Indiana University Press.
   Google Scholar
• Matusitz, J. 2010. Disneyland Paris: a case analysis demonstrating how glocalization works. Journal of Strategic Marketing 18, no. 3: 223–37.
   Google Scholar
• Maynard, M.L., and C.R. Taylor. 1999. Girlish images across cultures: Analyzing Japanese versus U.S. seventeen magazine ads. Journal of Advertising 28, no. 1: 39–48.
   Web of Science ®Google Scholar
• McNair, B. 2002. Striptease culture: Sex, media and the democratisation of desire. London and New York: Routledge.
   Google Scholar
• Miracle, G.E. 2014. International advertising research: A historical review. In The handbook of international advertising research, ed. Hong Cheng, 3–31. Chichester: John Wiley & Sons.
   Google Scholar
• Morris, P.K. 2014. Comparing portrayals of beauty in outdoor advertisements across six cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey. Asian Journal of Communication 24, no. 3: 242–61.
   Web of Science ®Google Scholar
• Nam, K., G. Lee, and J.S. Hwang. 2011. Gender stereotypes depicted by Western and Korean advertising models in Korean adolescent girls’ magazines. Sex Roles 64, no. 3–4: 223–37.
   Web of Science ®Google Scholar
• Ohanian, R. 1990. Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising 19, no. 3: 39–52.
   Web of Science ®Google Scholar
• Phillips, B.J., and E.F. McQuarrie. 2011. Contesting the social impact of marketing: a re-characterization of women’s fashion advertising. Marketing Theory 11, no. 2: 99–126.
   Web of Science ®Google Scholar
• Rajabi, M., N. Dens, P.D. Pelsmacker, and P. Goos. 2017. Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets. International Journal of Advertising 36, no. 2: 293–313.
   Web of Science ®Google Scholar
• Ritzer, G. 2003. Rethinking globalization: Glocalization/globalization and something/nothing. Sociological Theory 21, no. 3: 193–209.
   Web of Science ®Google Scholar
• Shao, Y., F. Desmarais, and C.K. Weaver. 2014. Chinese advertising practitioners’ conceptualisation of gender representation. International Journal of Advertising 33, no. 2: 329–50.
   Web of Science ®Google Scholar
• Taylor, C.R. 2002. What is wrong with international advertising research. Journal of Advertising Research 42, no. 6: 48–54.
   Web of Science ®Google Scholar
• Taylor, C.R., and J.P. Costello. 2017. What do we know about fashion advertising? A review of the literature and suggested research directions. Journal of Global Fashion Marketing 8, no. 1: 1–20.
   Web of Science ®Google Scholar
• Taylor, C.R., and S. Okazaki. 2015. Do global brands use similar executional styles across cultures? A comparison of U.S. and Japanese television advertising. Journal of Advertising 44, no. 3: 276–88.
   Web of Science ®Google Scholar
• Till, B.D., and M. Busler. 2000. The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on Brand attitude, purchase intent and Brand beliefs. Journal of Advertising 29, no. 3: 1–13.
   Web of Science ®Google Scholar
• Williams, J.E., and D.L. Best. 1990. Measuring sex stereotypes: a multinational study. Beverly Hills. CA: Sage.
   Google Scholar
• Windels, K., S. Champlin, S. Shelton, Y. Sterbenk, and M. Poteet. 2020. Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising 49, no. 1: 18–33.
   Web of Science ®Google Scholar
• Yang, J. 2011. Nennu and Shunu: Gender, body politics, and the beauty economy in China. Signs 36, no. 2: 333–57.
   PubMed Web of Science ®Google Scholar
• Zhang, J., and S. Shavitt. 2003. Cultural values in advertisements to the Chinese X-generation: Promoting modernity and individualism. Journal of Advertising 32, no. 1: 23–33.
   Web of Science ®Google Scholar
• Zhang, N. 2006. Gender role egalitarian attitudes among Chinese college students. Sex Roles 55, no. 7–8: 545–53.
   Web of Science ®Google Scholar
• Zhou, N., and R.W. Belk. 2004. Chinese consumer readings of global and local advertising appeals. Journal of Advertising 33, no. 3: 63–76.
   Web of Science ®Google Scholar