Looking through Outdoor Advertising Images for Beauty in Argentina, Chile, Hungary, and Romania
作者： Pamela K. Morris
DOI: 10.1080/10496491.2017.1323257
关键词: Content analysis 、 Marketing communication 、 Beauty 、 Consumer Culture 、 Scholarship 、 Advertising 、 Order (exchange) 、 Perspective (graphical) 、 Globalization 、 Political science
摘要: ABSTRACTThis investigation expands scholarship on beauty and cross-cultural communication through the unique perspective of outdoor advertising. With a content analysis method 1,700 portrayals men women in advertisements, from four different cultures, including Argentina, Chile, Hungary, Romania, were examined framework advertising consumer culture, globalization, theories beauty. The findings reveal differences across cultures that ideals are culture specific. Implications important for practitioners marketing communications to better understand subtle cultural variations order develop effective promotional programs required globalized economy.
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