Document Type

Journal Article

Department/Unit

Department of Journalism

Title

Marketing images of marriage rituals: A cross-cultural analysis of wedding magazine advertising

Language

English

Abstract

To understand power dynamics between Chinese and Western cultures, this research examines the content of advertisements from bridal magazines in Hong Kong, China, and the US. Wedding magazines in Chinese societies visualize the hegemonic power of Western cultures using English language text, Caucasian models and Western wedding practices. Meanwhile, culture plays a role in selling ritual goods. Clothing advertisements were more common in the US, suggesting that the beauty of the bride in the US is important with respect to the body, whereas in China beauty in terms of both the body and face is important.

Keywords

Advertising, globalization, magazines, rituals, wedding

Publication Date

2018

Source Publication Title

Journal of International Consumer Marketing

Publisher

Taylor & Francis

Peer Reviewed

1

DOI

10.1080/08961530.2017.1381871

Link to Publisher's Edition

http://dx.doi.org/10.1080/08961530.2017.1381871

ISSN (print)

08961530

ISSN (electronic)

15287068

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