Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance.

Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance.

This study examines the direct and indirect effects of (1) exposure to skin lightening ads and (2) exposure to fair skin ideal in interpersonal communication with peers, on college women’s attitudes towards fair-skinned appearance and their consequent intention to lighten skin. We conducted a survey...

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Bibliographic Details
Main Authors: Chay, Yuen Ting., Cheong, Poh Kwan., Chong, Wai Yin., Lee, Sok Kuan.
Other Authors: Chia Chih-Yun Stella
Format: Final Year Project (FYP)
Language:English
Published: 2009
Subjects:
DRNTU::Social sciences::Mass media::Media effects
Online Access:http://hdl.handle.net/10356/14926

Internet

http://hdl.handle.net/10356/14926

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