Department of Journalism
Marketing images of marriage rituals: A cross-cultural analysis of wedding magazine advertising
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.
Advertising, globalization, magazines, rituals, wedding
Source Publication Title
Journal of International Consumer Marketing
Taylor & Francis
Link to Publisher's Edition
Lo, Wai Han. "Marketing images of marriage rituals: A cross-cultural analysis of wedding magazine advertising." Journal of International Consumer Marketing (2018).