| 篇名 |
Mirror of beauty: Cultural values reflected in online skincare advertising in the Philippines and Taiwan |
| 並列篇名 |
美麗魔鏡：菲律賓與台灣保養品網路廣告投射之文化價值 |
| 作者 |
Chih-Ping Chen、Chih-Hsien Chen、Anna Marie C. Cañete |
| 英文摘要 |
As mirrors of culture, advertisements are believed to reflect values relevant to consumers. This research aims to examine whether the cultural values are reflected in online skincare advertisements between countries with different cultural influences and then further investigate what values consumers maintain and shift. Content analyses of online skincare advertisements and in-depth interviews with consumers in the Philippines and Taiwan were conducted in this study. The research focused in particular on how slogan values, brand prominence, and product prominence and context of online skincare advertisements can be manipulated in a strategic way to pass on implicit messages to the receiver. The results highlight that the notion of beauty in online skincare advertisements and the minds of consumers is socially and culturally constructed and its meanings are maintained and changed by social forces and globalized communication of advertising media.
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| 起訖頁 |
127-158 |
| 關鍵詞 |
Cross-culture、cultural values、online skincare advertising、globalization、 beauty |
| 刊名 |
陽明交大管理學報 |
| 出版單位 |
陽明交通大學管理學院（原：交通大學管理學院）
|
| 期數 |
201712 (37:2期) |
| DOI |
10.3966/102873102017123702004 複製DOI DOI申請 |
| QRCode |
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