Document Type

Article

Publication Date

11-7-2017

Publication Title

Journal of Promotion Management

Volume

23

Issue

6

Pages

791-812

Abstract

This investigation expands scholarship on beauty and cross-cultural communication through the unique perspective of outdoor advertising. With a content analysis method 1,700 portrayals of men and women in outdoor advertisements, from four different cultures, including Argentina, Chile, Hungary, and Romania, were examined through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings reveal differences across cultures and that beauty ideals are culture specific. Implications are important for practitioners in marketing communications to better understand subtle cultural variations in order to develop effective promotional programs required in the globalized economy.

Comments

Author Posting. © Taylor & Francis 2017. This article is posted here by permission of the Taylor & Francis for personal use, not for redistribution. The article was published in the Journal of Promotion Management, vol. 23, no. 6, 2017, https://doi.org/10.1080/10496491.2017.1323257

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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