Article2007

Advertising Whiteness: An assessment of skin color preferences among urban Chinese

34 citations0/0 files storedVisual Communication Quarterly

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

This research examines a key determinant of female beauty among urban Chinese women: white facial skin color. By using Williams' "Personal Impact Assessment," (2000a) the article investigates how the use of vivid images in recent advertisements for whitening skin care products helps shape both the individual and the social values among female product users and the opposite sex. The Chinese proverb, Yi Bai Zhe San Chou (fair skin can hide three facial flaws), is also examined.

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2025Racial bias in AI-generated images 2014Asian Females in an Advertising Context: Exploring Skin Tone Tension 2017Sport and feminism in China: On the possibilities of conceiving roller derby as a feminist intervention 2015White and Beautiful: An Examination of Skin Whitening Practices and Female Empowerment in China

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