Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women
Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Considering the emerging trend of featuring "bare skin" in advertising, female consumers’ beliefs about ideal...
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| Format: | Thesis-Master by Research |
| Language: | English |
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Nanyang Technological University
2021
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| Online Access: | https://hdl.handle.net/10356/153147 |
| _version_ | 1826115300724047872 |
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| author | Yang, Tingting |
| author2 | Chen Lou |
| author_facet | Chen Lou Yang, Tingting |
| author_sort | Yang, Tingting |
| collection | NTU |
| description | Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Considering the emerging trend of featuring "bare skin" in advertising, female consumers’ beliefs about ideal beauty (i.e., the skin ideal in this study) and the use of retouching can be remolded. Guided by the overarching corporate moral responsibility conceptual framework, this study conducted an online experiment to assess the effects of ad retouching and disclaimers on advertising effectiveness. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. This study’s findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers.
Keywords: corporate moral responsibility, disclaimer, retouching, ideal beauty, consumer behavior |
| first_indexed | 2024-10-01T03:53:14Z |
| format | Thesis-Master by Research |
| id | ntu-10356/153147 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:53:14Z |
| publishDate | 2021 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1531472023-03-05T16:24:02Z Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women Yang, Tingting Chen Lou Edson C. Tandoc Jr. Wee Kim Wee School of Communication and Information chenlou@ntu.edu.sg, edson@ntu.edu.sg Social sciences::Communication Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Considering the emerging trend of featuring "bare skin" in advertising, female consumers’ beliefs about ideal beauty (i.e., the skin ideal in this study) and the use of retouching can be remolded. Guided by the overarching corporate moral responsibility conceptual framework, this study conducted an online experiment to assess the effects of ad retouching and disclaimers on advertising effectiveness. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. This study’s findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers. Keywords: corporate moral responsibility, disclaimer, retouching, ideal beauty, consumer behavior Master of Communication Studies 2021-11-09T07:13:39Z 2021-11-09T07:13:39Z 2021 Thesis-Master by Research Yang, T. (2021). Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women. Master's thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/153147 https://hdl.handle.net/10356/153147 10.32657/10356/153147 en This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication Yang, Tingting Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title | Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title_full | Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title_fullStr | Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title_full_unstemmed | Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title_short | Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women |
| title_sort | realistic skin vs flawless skin an investigation of the appeal of retouch free advertising among asian women |
| topic | Social sciences::Communication |
| url | https://hdl.handle.net/10356/153147 |
| work_keys_str_mv | AT yangtingting realisticskinvsflawlessskinaninvestigationoftheappealofretouchfreeadvertisingamongasianwomen |