The authors draw from diffusion theory and marketplace omission and commission to situate the research focus and highlight its application to the study findings.Ī content analysis was conducted on 481 cover models on the top three fashion magazines of 2018 – Vogue, Cosmopolitan and Vanity Fair during 2006–2018. This paper aims to assess the representation of women of color (WOC) in the top 3 fashion magazines and explore the implications of underrepresentation within marketing communications. Implications are offered as a way to advance multinational corporations’ development of customer engagement along a mutually beneficial path. Using customer engagement literature and the ethical perfectionism framework, our study investigates women in these countries who embrace or disdain this standard, further contextualizing customer engagement research across international markets.
#Beholder types skin#
To examine this perspective, we completed a cross-national qualitative (in-depth interviews) study in India, Egypt, and Ghana where lightness of skin intonation has been a culturally imposed prerequisite for women to be considered and consider themselves beautiful.
As multiculturalism infuses developed and developing nations, however, these standards may be shifting away from generic and hegemonic visions toward more realistic and varied standards, requiring international marketers to be proactive rather than reactive in their customer engagement practices under the ethical frame of perfectionism.
While not all women aspire to greater ‘whiteness’ of complexion, this standard has influenced many countries that were once dominated by Caucasian invaders. That skin color has an impact on self-images of women has long been a consequence of racial discrimination and dominance, as well as the use of light-skinned models in advertisements and other forms of communication throughout modern times. This study highlights managerial implications for cultural positioning strategies and implementation in fashion advertising that targets young Chinese female consumers. Caucasian models portrayed as Cute/Girl-next-door types received more positive responses when posed as assertive rather than submissive, whereas the opposite results were found for East Asian models. Moreover, both Caucasian and East Asian models portrayed as Sensual/Sex-kitten types received more positive responses when posed as assertive rather than submissive. The results of two experiments (n1= 114, n2 = 208) revealed that, overall, young Chinese female consumers preferred advertising with Caucasian (versus East Asian), Cute/Girl-next-door (versus Sensual/Sex-kitten), and assertive (versus submissive) fashion models. These ideals were operationalized into categories of race (East Asian versus Caucasian), beauty type (“Cute/Girl-next-door” versus “Sensual/Sex-kitten”), and femininity (submissive versus assertive). This study investigated young Chinese female consumers’ responses to fashion advertising that features Eastern (local) and Western (global) fashion ideals.
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