Cross-cultural meanings of healthy and beautiful in words, beauty types, and products: Implications for international advertising

Journal of Promotion Management

Volumn 7, Issue 1-2, 2002, Pages 117-140

  Bjerke, Rune ^a   Polegato, Rosemary ^b  

^a BI NORWEGIAN BUSINESS SCHOOL   (Norway)

^b MOUNT ALLISON UNIVERSITY   (Canada)

Author keywords

Advertising; Cross cultural studies; Europe; Gender; Health and beauty aids; International advertising; Match up hypothesis; Sexual issues; Standardization versus localization; Transference of meaning; Women

Indexed keywords

EID: 70849093157     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v07n01_08     Document Type: Article

References (39)

1. Aaker, D. A., 1971. Multivariate Analysis in Marketing:Theory and Application, Belmont, CA:Wadsworth.
2. Alreck, P. L., and Settle, R. B., 1995. The Survey Research Handbook, 2nd ed., Chicago, IL:Irwin.
3. Appelbaum, U., and Halliburton, C., 1993. How to develop international advertising campaigns that work:The example of the European food and beverage sector. International Journal of Advertising, 12(3):223–243.
4. Banner, L., 1983. American Beauty, New York:Alfred A. Knopf.
5. Blackwell, R., Ajami, R., and Stephan, K., 1991. Winning the global advertising race:Planning globally, acting locally. Journal of International Consumer Marketing, 3(2):97–120.
6. Cohen, C. B., Wilk, R., and Stoeltje, B., 1996. Beauty Queens On the Global Stage:Gender Contests and Power, New York:Routledge.
7. Cunningham, M. R., Roberts, A., Barbee, A. P., and Druen, P. B., 1995. Their ideas of beauty are, on the whole, the same as ours:Consistency and variability in the cross-cultural perception of female physical attractiveness. Journal of Personality and Social Psychology, 68(2):261–279.
8. Cutler, B. D., and Javalgi, R. G., 1992. A cross-cultural analysis of the visual components of print advertising:The United States and the European Community. Journal of Advertising Research, January/February:71–80.
9. Dillon, W. R., and Goldstein, M., 1984. Multivariate Analysis:Methods and Applications, New York:John Wiley and Sons.
10. Dillon, W. R., Madden, T. J., and Firtle, N. H., 1994. Marketing Research in a Marketing Environment, 3rd ed., Chicago:Irwin.
11. Domzal, T. J., and Kernan, J. B., 1990. “Lurking below the surface:Advertising and the meaning of products around the world.”. In Advanced Research in Marketing, Edited by:Muhlbacher, H., and Jochum, C., 591–593. Innsbruck, Austria:European Marketing Academy.
12. Domzal, T. J., and Kernan, J. B., 1992. Reading advertising:The what and how of product meaning. The Journal of Consumer Marketing, 9(3) Summer:23–40.
13. Englis, B. G., Solomon, M. R., and Ashmore, R. D., 1994. Beauty before the eyes of the beholders:The cultural encoding of beauty types in magazine advertising and music television. Journal of Advertising, 23(2) June:49–64.
14. Frith, K. T., and Wesson, D., 1991. A comparison of cultural-values in British and American print advertising-a study of magazines. Journalism Quarterly, 68:216–223.
15. Hirschman, E. C., 1991. Point of view:Sacred, secular, and mediating consumption imagery in television commercials. Journal of Advertising Research, December/January:38–43.
16. Jain, S. C., 1996. International Marketing Management, 5th ed., Cincinnati, OH:South-Western College Publishing.
17. Jeannet, J. P., and Hennessey, H. D., 1998. Global Marketing Strategies, Boston:Houghton Mifflin Company.
18. Kahle, L. R., and Homer, P. M., 1985. Physical attractiveness of the celebrity endorser:A social adaptation perspective. Journal of Consumer Research, 11 March:954–961.
19. Kamins, M. A., 1990. An investigation into the 'match-up' hypothesis in celebrity advertising:When beauty maybe only skin deep. Journal of Advertising, 19(1):4–13.
20. Kanso, A., 1992. International advertising strategies:Global commitment to local vision. Journal of Advertising Research, 32(1) January/February:10–14.
21. Kaynak, E., 1989. The Management of International Advertising:A Handbook and Guide For Professionals, New York:Quorum Books.
22. Keegan, W. J., and Seringhaus, F. H. R., 1999. Global Marketing Management, 2nd Canadian ed., Scarborough, ON:Prentice-Hall Canada Inc.
23. Kernan, J. B., and Domzal, T. J., 1993. International advertising:To globalize, visualize. Journal of International Consumer Marketing, 5(4):51–71.
24. Mueller, B., 1991. An analysis of information content in standardized vs. specialised multinational advertisements. Journal of International Business Studies, 1:23–39.
25. Mueller, B., 1992. Standardization vs. specialization:An examination of Westernization in Japanese advertising. Journal of Advertising Research, 1 January/February:15–24.
26. Murphy, K. R., and Davidshofer, C. O., 1988. Psychological Testing:Principles and Applications, Englewood Cliffs, NJ:Prentice-Hall.
27. Peiss, K., 1998. Hope in a Jar, New York:Metropolitan Books.
28. Pollay, R. W., 1983. “Measuring the cultural values manifest in advertising”. In Current Issues and Research in Advertising, 71–92. Ann Arbor:University of Michigan, Graduate School of Business.
29. Resnik, A., and Stern, B., 1977. An analysis of information content in television advertising. Journal of Marketing, January:50–53.
30. Rossiter, J. R., and Percy, L., 1987. Advertising and Promotion Management, Singapore:McGraw-Hill.
31. Seitz, V. A., and Johar, J. S., 1993. Advertising practices for self-image projective products in the New Europe. Journal of Consumer Marketing, 10(4):15–26.
32. Shepherd, J. W., and Deregowski, J. B., 1981. Races and faces:A comparison of the responses of African and Europeans to faces of the same and different races. British Journal of Social Psychology, 20:125–133.
33. Shepherd, J., 1989. “The face and social attribution”. In Handbook of Research on Face Processing, 289–323. North Holland:Elsevier Science Publishers B.V.
34. Solomon, M. R., Ashmore, R. D., and Longo, L. C., 1992. The beauty match-up hypothesis:Congruence between types of beauty and product images in advertising. Journal of Advertising, 21(4) December:23–34.
35. Stewart, D. W., 1981. The application and misapplication of factor analysis in marketing research. Journal of Marketing Research, 18 February:51–62.
36. Terpstra, V., and Sarathy, R., 1997. International Marketing, 7th ed., Fort Worth, TX:The Dryden Press.
37. Unnava, H. R., and Burnkrant, R. E., 1991. An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research, 28(2) May:226–231.
38. Whitelock, J., and Chung, D., 1989. Cross-cultural advertising:An empirical study. International Journal of Advertising, 8:291–310.
39. Zebrowitz, L. A., 1997. Reading Faces:Window to the Soul, Boulder, CO:Westview Press.