標題: Mirror of beauty: Cultural values reflected in online skincare advertising in the Philippines and Taiwan
美麗魔鏡:菲律賓與台灣保養品網路廣告投射之文化價值
作者: Chih-Ping Chen
Chih-Hsien Chen
Anna Marie C. Cañete
關鍵字: Cross-culture; cultural values;online skincare advertising;globalization;beauty
公開日期: 1-十二月-2017
出版社: 交通大學
National Chiao Tung University
摘要: As mirrors of culture, advertisements are believed to reflect values relevant to consumers. This research aims to examine whether the cultural values are reflected in online skincare advertisements between countries with different cultural influences and then further investigate what values consumers maintain and shift. Content analyses of online skincare advertisements and in-depth interviews with consumers in the Philippines and Taiwan were conducted in this study. The research focused in particular on how slogan values, brand prominence, and product prominence and context of online skincare advertisements can be manipulated in a strategic way to pass on implicit messages to the receiver. The results highlight that the notion of beauty in online skincare advertisements and the minds of consumers is socially and culturally constructed and its meanings are maintained and changed by social forces and globalized communication of advertising media.
URI: http://hdl.handle.net/11536/143527
ISSN: 1028-7325
期刊: 交大管理學報
Chiao Da Mangement Review
Volume: 37
Issue: 2
起始頁: 127
結束頁: 158
顯示於類別:交大管理學報


文件中的檔案:

  1. 1028-7310-370204.pdf