Social and Behavioral Sciences Commons^™

Comparing Portrayals Of Beauty In Outdoor Advertisements Across Six Cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, And Turkey, Pamela Morris

Pamela K. Morris

This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent.