Journal of Promotion Management
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.
Morris, Pamela K.. Looking through Outdoor Advertising Images for Beauty in Argentina, Chile, Hungary, and Romania. Journal of Promotion Management, 23, 6: 791-812, 2017. Retrieved from Loyola eCommons, School of Communication: Faculty Publications and Other Works, http://dx.doi.org/10.1080/10496491.2017.1323257
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