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How well do advertising images of health and beauty travel across cultures? A self‐concept perspective
Author(s) -
Bjerke Rune,
Polegato Rosemary
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20137
Subject(s) - beauty , ideal (ethics) , perspective (graphical) , advertising , psychology , aesthetics , social psychology , art , business , political science , visual arts , law
This study is a cross‐cultural examination of the ideal self‐image of women in terms of health and beauty. The match‐up between two advertising beauty types (possible advertising presenters) and female consumers' ideal health and beauty images in terms of wanting to look like a specific model were tested with 750 female respondents from five European cities. The respondents also identified the ideal eye and hair colors for health and beauty. This quantitative study revealed cross‐cultural variation in ideal self‐image in terms of healthy and beautiful beauty types. International advertisers need to understand the important, contemporary, cultural characteristics of an ideal beauty type in terms of healthy or beautiful before developing standardized advertising communicating such appeals. © 2006 Wiley Periodicals, Inc.