Week 10 - Uyenco

Annika R. Uyenco
ASA 141
Week 10

In "Asia on my Mind," Kate Betts from Time starts of by saying that even with the rise of Asian designers on the fashion runways, Asian influences are either hard to decipher in the work or are very hidden. The author goes deeper into this topic by analyzing the work done by Asian designers. Although these designers claim to be influenced and inspired by their Asian heritage, it is not so obvious in their work due to demand of the market and also the confinement of the term "Asian." Especially in such a western-dominated culture, a slight change, whether it be in color, added element, or embellishment, has the ability to change the culture associated with fashion. In regards to Asian culture, if a garment has a dragon or lotus flowers, it automatically becomes Asian-influenced or seen as an exotic piece. These designers, although proud of their heritage, do not want to be confined to this stereotype, not when these symbolized images have been so dominant in Western culture. Although I do not keep up with fashion designers, this treatment is unfair as there is so much more to influential Asian fashion than the typical images like dragons and lotus flowers. What can be done to change the mindset of the public and the Asian stereotypes in fashion?

http://therecessionista.com/peter-som-kohls-designnation-lookbook/

Nguyen, Thuy. "Chapter 5, Asia on my Mind; Transnational Intimacies and Cultural Genealogies." The Beautiful Generation: Asian Americans and the Cultural Economy of Fashion." Duke University Press, 2011.

Week 9:

Mahima Rupakula
5/28/2019
913734418

Week 9: Reorientalization

This article explores the way that fashion is looked at as a more "Western" phenomenon, and how oriental and eastern fashion is regarded as something separate from the global fashion trends by Western influences. This article points out that Eastern fashions are more typically regarded to as cultural "dress" instead of fashion, separating them and categorizing them as archaic instead of part of the global fashion movement. I think that it's disappointing to see this in most fashion trends, as I never even considered it until reading this article. As someone who considers themselves a lover of MESA fashion, I realized that even I have this predisposed notion of fashion being centered in the West. When one thinks about significant fashion capitals of the world, the first names coming to mind are Milan, Paris, New York, etc. All of these Western locations and cities only further propagate how the West is seen as fashion forward and modern, but the east is seen as "exotic", different and archaic in general. I decided to focus on finding more "modern" Eastern fashion brands, and I think I succeeded with the brand I found called Indya. I genuinely like a lot of the clothing on here, and I love seeing how eastern based fashion evolved to have a high fashion type of appearance through this clothing. My question is, why do so many eastern based brands cater to their market by adding "Western" in their descriptions (including Indya)? Is that necessary? Is there a way we can break that style of marketing down?

Figure: Modern Eastern fashion from my new favorite brand, Indya. This incorporates Indian silks and kurta style tunics, but modernizes the sleek lines in the cigarette pants and has a higher collar than is normal. The exposed shoulders and midriff are still commonly seen in lehengas for younger females.

Week 9

Mary Qin
ASA 141
Week 9

 Katherine Toland Frith, Hong Cheng, and Ping Shaw's "Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements" discusses a study on similarities and differences in western and Asian beauty advertisements of women. The study examines magazines from the USA, Taiwan, and Singapore. Western models are found to often be seen and portrayed as more sensual and sexual than Asian models. This implies that Western women are more sexually liberated. Taiwan and Singapore models often also have a "cute" look similar to Japanese models. All of them share the same gaze with eye contact with the camera. I have definitely heard of the stereotype that Asian women are more sexually repressed than Western women.However, stereotypes like the dragon lady, which hyper-sexualizes Asian women, go against that. Why is it that there are such conflicting stereotypes? Why are Asian women sometimes seen as submissive, shy, and conservative, while other times seen as seductive, dangerous, and sexual? How are these roles given to them and how are they formed by Western notions? Does it vary based on ethnic origin? What is it about the eye contact that makes it visually appealing as a beauty standard across all cultures?

Week 8: The Gaze

Week 8
Rhegille Baltazar

Frith, Cheng, and Shaw's article "Race & Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements" studies the comparison between how Asian models and Western (non-Asian - white, black, & Latina_ models are portrayed across Women's magazine. The authors also do a cross-cultural study, not just between types of models but also across different magazines.

The authors also discuss the multiple types of gaze shown in media publications. The gaze of the model's themselves and also the gaze of the consumer. This gaze represents society's attention toward something. For example, the male gaze represents the male focus and emphasis on women and the women's body. Advertisements abuse the use of the male gaze to continue the idea that "sex sells." This then continues and perpetuates the sexualization and objectification of women as both sexual objects but tools of labor.

Week 9: Images and Viewers

Week 9: Images and Viewers
Grace Petersen
5/26/2019

This week the topic has shifted once more to the financial economic factor in fashion. Looking beyond simple production values of processing modes, however, this week we are looking into how advertising or marketing operates as a cultural actor in the world of fashion.  For this week, the media offered a vastly different point of perspective than the reading on women in fashion advertising, with  Frith, Cheng, and Shaw's 2004 article on the similarities and differences between Asian and Western depictions of women as models. Utilizing a combination of a cultural studies method along with an intersectional Feminist critique, the article examines hundreds of images and finds that there is an interesting preference to depict Western women as sex objects than their Asian counterparts.

The authors attribute the core of their concept to Erving Goffman, but even Goffman had his predecessor in John Berger's 1971 "Ways of Seeing," which coined the term 'male gaze.' The authors of this article do not use this specific language in their essay, however it is clear that the heart of what they are discussing relates to both the male gaze as well as the western gaze. While the study is inconclusive as far as a deeper meaning behind these images, it is clear that the ways in which both race and gender are represented are tied to cultural gendered understandings of performance and embodiment.




Works Cited:
Berger, John. "Ways of Seeing." Penguin Books, 1971. 

Frith, Katherine Toland, Hong Cheng, and Ping Shaw. "Race and Beauty: A Comparison of Asian and 
      Western Models in Women’s Magazine Advertisements." Sex Roles, Vol. 50, 2004. 

Wk 9 ads

Ziyu Wang

This week's reading lets us learn about gender roles and gender stereotypes between races and cultures. In the article Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements, the authors conducts an experiment to determine the differences of female representation in advertisement between Eastern and Western societies. The result shows that Western females are typically more associated with sexual suggestive clothing and portrayals, while Eastern females are more closely associated with a traditional role and much more reserved clothing style. This is a prevalent trend in both the East and the West, and it is not hard to see why. These trends corresponds to female stereotypes and gender roles of different cultures. Since in the West, females are much more "bold" and "masculine", they are more likely to be casted with sexual suggestive advertisements and for the sexy stereotype, where as Eastern females have traditionally obeyed the Confucius concept of patriarchy, thus their role has been perceived to be submissive and their dressing styles modest. This leads to racial stereotypes in female advertisements that is rampant in all regions of the world. This might seems like a small issue that is easily overlooked, but this result is the reflection of our world's actual views on females, and that needs to change. So what must be done in order to combat such rampant female stereotypes among races?

?

Week 5 - Narayan

Pryanka Narayan  

ASA 141 

Week 5 

It is now week five of the green challenge, and I have found myself going from one financial crisis to another. For example, last week I recently found out that I have a huge oil leak in my car, and the leak is so bad that my car can stop running at any point. That same day someone hit my driver’s side window and taillight. Then the next day my computer decided to break. These are huge expenses that I am unable to replace. It has been very difficult for the past few weeks, and while I am staying committed to this green challenge, because financially I have no choice, I am thinking of all the ways that I will have to balance my finances. The article Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements really makes me think about the different standards of beauty and financial importance from the western and Asian culture. As I feel like within the western culture we are more primed to go buy something immediately if we can when it breaks, where within the Asian culture we are taught more on how to survive on ends meet. In addition, the article Consumption Civilization: Our Prospects Since Western Civilization's Historical Adaptation discusses how western consumption is so faced pace that is hurting the environment and community as a whole. I feel like we should really take a step back and look at how the western consumption is hurting the planet. 

Citations  

 Consumption Civilization: Our Prospects Since Western Civilization's Historical Adaptation, 

             www.culturechange.org/cms/content/view/921/1/. 

 Frith, Katherine Toland, Hong Cheng, and Ping Shaw. "Race and beauty: A comparison of 

             Asian and Western models in women's magazine advertisements." Sex roles 50.1-2 

                (2004): 53-61. 

Week 9- Race and Beauty

Sapana Gautam
ASA 141
Week 9

In this week's reading "Race and Beauty", Katherine Frith compares Asian and Western models in Women's magazines.  She found that Western models are used more in advertisements which are body orientated due to the marketing strategy that "sex sells".  This goes to show that Western women are seen to be sexier and more attractive than Asian women.  It could also mean that objectification of women may be culturally or racially based, with Western women being the victim.

I personally do not completely agree with the results of this article.  I do believe that Caucasian models are often depicted to be more superior in media.  They are often deemed the "norm".  Growing up, I always thought there was something wrong with me- my skin was too dark, so was my hair, my eyes were a boring brown.  I did not look like the models I would see on TV.  I know I'm not the only one in these shoes.  This is why many people try to "whitewash" themselves.  Although they were deemed to be the norm, I do not agree that they have the most sex appeal.  Due to personal experience, I have realized that people like things that are out of the ordinary.  It's almost as if they fetishize people of other cultures.  I cannot tell you the number of times I have been called "exotic" or have been told by a guy that they've "never been with an Indian girl".  I am aware that I am not the only girl who has been through this.  What is it about being out of the norm that fascinates other people?  Does modern media influence the "fetishization" and objectification of women of non-Caucasian backgrounds?  I am unsure of the answers, but I am sure of one thing-- It doesn't matter what your skin color is or what physical features you have, everyone is beautiful in their own skin no matter what.

Week 9 - Pushing Norms, Creating Culture

Jinia Lee
ASA141
Week 9

In this week's reading, Frith et. al compared and contrasted Western and Asian advertisements and how women are portrayed in them. I occasionally keep up with popular Korean culture and have been seeing its popularity grow in the U.S. and globally throughout these past few years. Often times, I see that Korean female celebrities and idols are either portrayed as the “cute girl-next-door” or the “spunky girl crush.” On the other hand, American media usually portrays women as “sexy” and objectifies their bodies by accentuating certain physical assets.  

I have been seeing Western vs Korean makeup articles and videos. In the U.S., makeup is very heavy and much darker than Koreans. Korean makeup is light and barely noticeable at times which makes Korean woman look more youthful rather than older and sultry. In this video, the Korean women are shocked with how they look with “Instagram Baddie” makeup and it makes me think of how different the beauty standards are.

It also makes me think that with different beauty standards and media portrayal, Western women may be perceived to be more physically attractive than Asian women. I find this interesting because Asian women are usually hypersexualized or seen as submissive in the Orientalist lens but in Asian beauty advertisements, they don’t primarily focus on those things. I question why do the West have beauty standards that emphasize sexuality whereas most of the East doesn’t?

Week 9 - Beauty in the Media

Week 9
Fara Suiza
ASA141
May 25, 2019

In this week's reading, "Race and Beauty", Frith, Cheng, and Shaw look into how Western women are depicted in media advertising versus how Asian women are depicted. The overall idea revolves around how Western women are shown as "liberated" and "free" when they are shown in advertisements using sex as the main allure for appeal, whereas Asian women are often advertised the complete opposite as "cute" and "girlish" (p. 59). This is further expanded upon when talking about the general types of advertisements these women are featured in. For Western/European women, they tend to do a lot of advertisements that revolve around their actual bodies (i.e. sensual poses, advertising clothes, anything to show the body). Asian women, on the other hand, do a lot of advertisements concerning facial beauty (i.e. skincare). This is backed up by data that showed Western women tend to do plastic surgery to their bodies while Asian women do plastic surgeries to their face.

After reading this research article, I feel as though Western and Asian women are not entirely different in how they are depicted. Although Western women are advertised as sexy and alluring in a more explicit manner, I feel as though Asian women are also advertised as objects of desire but in a much different way. In both circumstances, women are being objectified to fit the fantasies of men. Women's progressive ownership of their bodies in the west is often twisted by advertisement companies as a tool to market to male audiences and for other females to aspire as. In Asia, if girls are depicted as cute and girly, it reflects the sexist desire of men who want women to be submissive and easily influenced by a stronger figure. All in all, the way women are advertised across different races may vary depending on the culture they are marketing towards, but the core idea that they are objects of someone else's vision remains true.

For example, Memoirs of a Geisha is a widely criticized novel that over-sexualized Japanese geisha women.... and it was written by a WHITE man who did very little research. This is an example of the "innocent" Asian woman that men might find attractive due to her submissiveness.

Week 9: Race and Beauty

Sidney Siu
ASA 141
Week 9 Pushing Norms, Creating Culture

This week's reading studies the appearances of models in magazines that are sold in both the U.S. and in Asia, while challenging the public's conception of them. Though the article notes that all female models are sexualized and have been more frequently over the decades, I found it quite interesting that the authors noted Western models to be more sexualized as opposed to Asian models being portrayed as modest. The reason behind my fascination is because Asian women are commonly stereotyped for being exotic and sexualized. This research goes for both advertising in the West and the East.

I'm curious as to how female models of different races are portrayed in other countries as well. By the quick use of google search, it seems that such things don't exist or are very hard to come across. Of course the U.S. is a truly diverse country, but in retrospect, Asia is one of the only/most popular countries to portray some western models in their magazines. This brings me to the "why" question: why are the relations between the Wester and Eastern fashion industries more interconnected than other parts of the world? The globalization of the industries not only creates relations in fashion, but encourages strong connections in policy, trade, etc.

Week 9_Yueming Tan

Week 9
ASA 141
Yueming Tan

In the article "Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements" by Katherine Toland Frith, Hong Cheng, and Ping Shaw, the authors present the aesthetic differences between women in the West and the East. Women in the West are generally considered to be sexy and passionate, while women in the East are considered to be subtle and understated. I agree with the author's point of view because there are widespread prejudices and rules for women. In China, women generally believe that they are weak and thin. Otherwise, they will not be socially recognized. I think this is a very morbid aesthetic because Chinese people are very malicious to obese women. They even bully obese women in some Chinese schools. I do not understand why women are more compliant with men's aesthetics than necessary. More and more Chinese women choose plastic surgery, and they are generally big eyes and fake nose. Such faces may be beautiful, but they are designed to cater to men rather than to themselves.

• https://nextshark-vxdsockgvw3ki.stackpathdns.com/wp-content/uploads/2016/06/plastic-surgery-3-e1467310239279.jpg
• Frith, K. T., Cheng, H., & Shaw, P. (n.d.). Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements. Retrieved from https://link.springer.com/article/10.1023/B:SERS.0000011072.84489.e2

Week 9 - Verduzco

Week 9
ASA 141
Alejandra Verduzco
Race and Beauty

This weeks reading was probably one of my favorites of them all. This week's reading written by Frith, Cheng, and Shaw was a scientific article regarding an experimental study done to analyze advertisement collected from women's fashion and beauty magazine in Singapore, Taiwan, and United States to compare the ways in which Western and Asian Models were portrayed in advertisements. This article went into depth about the different type of beautiful women could be identified as, such as Classic, feminine, Sensual, Exotic, Cute, Girl-Next-Door, Sex Kitten and Trendy. The articled showed that back in the day women were often only featured in advertisements that were about domestic products or household chores. They had five different hypotheses all being supportive with the results from the experiment except for one. The ones that were proven were; "Asian Models would be used more frequently in Asian magazines and western models would be used more in US magazine ads," "Beauty types for models used in Asian magazine would differ from those used in Western magazine advertisements," "Western models would display in more seductive dress than Asian models," "Products categories used in Western Women magazine advertisement would differ from those used in Asian Women's Magazine advertising." The one theory that was proven wrong was the theory of " Asian models would tend to gaze away from the camera more frequently than western models." This was because Western women are constructed in terms of "the body" and fits with the higher proportion of Sexual beauty type. While Asian women were used more often in advertisements for facial beauty, such as cosmetic surgery sought for women in the US.

This article just goes to show how much our world revolves around our appearances rather than our personality. This is the type of society standard most women are set to, thus creating women to feel the need to try and comply by society's view rather than being comfortable with who they are and where they come from. I was bullied for many years of my life, from strangers and even my own family, because I didn't fit into the standard they had in mind. It's advertisements like this that depicts how women should look like. Luckily as years start to pass we see a more diverse form of advertisements that depicts different ethnicity, sizes, and beauty. Hopefully, as the years pass we see a huge increase in the not only diverse advertisement but in women confidence and self-love.
How can society do a better job of showing women to love who they are?
Do you think men experience this type of pressure to look a certain way such as women

Week 9 - Narayan

Pryanka Narayan  

ASA 141 

Week 9  

The article Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements is a highly intriguing article as it discusses how women are often seen as models within the media, specifically looking at the difference between white and Asian women. For instance, when looking at culture from the Western and Asian standpoint, women from the middle East and other parts of Asia are dressed in modest clothing, while western women are seen as more sexualized. Gaze is also discussed, as it is seen through different lens from gender and culture.  As between men and women, men are taught to have a more dominant stance, while women in the western culture are told to look down and appear passive. This is completely different within the Asian culture, as gaze can be seen intimating. Class is also associated with western women, which is interesting as Asian models dress more modest and are also sexualized. I found this article to be highly intriguing as I found this concept salient while growing up as a young Asian American woman. Toys, models, and actors that were seen as beauty and sexy were always associated with beautiful white woman, while Asian toys and models were seen as boring and too modest. I really hope with the knowledge we are gaining as a society, things began to change and Asian models are given the same importance as western models.  

Week9 Race and Beauty

Week9
ASA141
Xinyu Yang

The author of the article "Race and Beauty" describes the way Asian and Western models are portrayed in cross-cultural advertisements. In Asia, the clothing industry, especially underwear advertising, more choices of Western models.  Western models image more choose classic, feminine, emotional, independent and so on. Asian models are more likely to appear in advertisements for hair and skin beauty products. Most of the images are cute, youthful, etc. As far as personal experience is concerned, advertisements for Western models can be seen everywhere in Asian countries, especially for international brands such as Chanel, etc. Even though these brands have regional spokespersons in Asia, we still see advertisements for Western models in Asian malls. The author also mentioned, "theU.S. advertisements featured, as expected, Western models (99.0%) far more often than Asian models (1.0%)." This numerical gap is obvious.

Secondly, in the article, Western women are used as sexual objects in cross-cultural advertising, and Asian women generally do not present in this way. But in fact, I personally think that the “materialization” and “sex discrimination” of female images are still serious, not just in cross-cultural advertising.  This year (2019), a German-based retail company, Hornbach, posted a video ad on Twitter and YouTube with the theme "the smell of spring." In Asia, it caused dissatisfaction among women and Asians.

Are Western female models facing prejudice from Asia in advertising?

Week 9

Isabelle Perlada
ASA 141
Week 9

The reading for this week talked about the portrayal of women in media, and how they are usually depicted as the object of another's gaze. A part that stood out to me in this reading was the mention of how women are often seen to be "decorative". This especially resonated with me because of a topic that has been mentioned in class since the beginning of the quarter. When it comes to culture and cultural expression, women are more often the "cultural bearers" of their people and have more pressure placed on them to uphold traditions and values, especially when it comes to dress. It's interesting how this idea manifests in different ways, as I was able to be reminded of that topic in this week's reading.

It was interesting to read that Western models are more frequently presented in a sexy and revealing way because of how Asian women are very commonly exoticized, especially under the Western gaze. For example, if you Google search Pinay, the images that come up are all "sexy" representations of Pinays. Some results are even advertisements for Filipina mail-order-brides. It is rare to come up with a search result of a Pinay that is presented modestly or in a more everyday light, let alone in positions of power and autonomy.

Below is a popular video about beauty standards in the Philippines over the course of 100 years.

Week 9: Race & Beauty

Week 9
Race and Beauty
Magnolia Garcia

        It has been made clear that “Western models as more sexually liberal than Asians,” and considering the difference in cultures, it makes sense. But what if Asian women were intentionally depicted in the way that Western women tend to be--in a Sensual/Sexy beauty type of way? If it were done over a period of time, would that help break the stereotypical barriers that exist now? It’s just such a strange thing [to me] that these categories and associations exist between women of different races. Regardless of what category a woman falls under, there seems to be no winning either.
        Western women are used as sex objects in advertising across cultures, whereas Asian women are generally not. Asian women, instead, are portrayed as “girlish” and “childish” under the Cute/Girl-Next-Door beauty type. The discussion section of this paper mentions that, “Depictions of women as strong, professional, and independent may be more threatening to men and thus this type of portrayal may be avoided by advertisers in certain countries.” Women are literally either seen as sex objects or simply less than a man. As a woman--and a woman of color--it’s infuriating to read about these male perspectives. What’s crazy is that the models in these magazines make up advertisements that are directed towards the female audience; they are advertising makeup and clothing that is mostly intended for women. So why do men have such a strong say in what works and what doesn’t in these magazines? Of course, this is a discussion that is far greater than one merely over the topic of advertisement.

Week 9 - Qiuying Lin (Britney)

Qiuying Lin (Britney)
ASA 141
Week 9

It's not surprising that gender portrayals in advertisements mirror gender roles in society. The research in the article "Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements" in the topic of the difference between Asian and Western women in advertisement attracts me a lot. Western women are found more often in Asian advertisement than Asian women in Westen advertisement because Western women represent more in the beauty of body shape and seductive look whereas Asian women represent the beauty of demure. Therefore, in South Korea advertisement, western women models are used to advertise lingerie. Because the liberty in women right is increasing in modern society, women models in the advertisement look directly to the camera frequently and become more confident for all countries, which influenced by globalization. Furthermore, the western women models and Asian models are used to different type of products in advertisement.

There are two points leave me a deep impression. The first one is that depictions of women as strong, professional, and independent are less in the advertisement. The image of women is always related to the household as the social status of women. I resonate with this because women could be a housewife and rely on the income of men in some family. In addition, the high-level position such as CEO is often occupied by men rather than women. This gender bias is shown in advertisement too. But women are gradually depicted in a professional image recently. I think this is beneficial from the women's liberation movement. I agree that women and men should have equal humans right so that we should break the stereotype. The second point is that openness in Asian societies to foreign models and beauty trends is revealed from advertisement because the western women models are used frequently in Asian advertisement. This show the interest in embracing globalization. I'm so glad to know that globalization brings positive influence to Asian society. But I still wonder if the globalization has a bad influence in Asian women advertisement? Why the difference between western and Asian women beauty has developed? I want to know more about the difference between men and women advertisement.

Week 9 - Asian Beauty Rises

Alyssa Vang - ASA 141 - Week 9 - Asian Beauty Rises

    

    Frith, Chong, and Shaw brings up a lot of good points in their article race and beauty about the differences on using Western models and Asian models. Coming from an Asian background, I feel like most of us don't see ourselfs as models because we look differenly from western models. Western models usually has specific expectations in order to be one, like you have to have nice silky black or blonde hair and be over six feet tall and have a thin figure to be able to pull off being a model. I think this is one of the reasons why there are high percentages of western models compared to Asian models. By now, most Asians are probably getting more confidence and breaking the rules of those norms and just going for what they love and I support that. Due to these norms, I believe that Asians go towards more of beauty products because I feel like it enhances their characteristics due to facials (again not reaching the requirements of western norms) and thats why Korean beauty products are so popular now because they advertise really white and clear products for faces that most women would want and I also heard that they work really well. I personally use korean products, not for make up but facewashing wise, they work really well (my personal favorite is SkinFood). After korean products have increased on the market, this was probably one of the best things that drove Asians to create their own beauty line compared to being a model. 

   I know in the Hmong community, Hmong beauty products are also rising in the community. My mom personally spends about over $100 for facial products, whether its a face wash, detoxing facing cream, or moisturizer, and even foundation; not just my mom but other family members also. I have never looked into the products but they do the same as korean products, they advertise very white looking makeup to make your face less tan and foundations that fit your look to a lighter shade. I find it interesting that women would want their faces to look more caucasian (this white look). Why do people want to blend in with norms that people are trying to break? Why don't women just accept themselves how they are? Is it because society advertises it roughly so that women would want to look a certain way. This reminds me of Chinese women back in the days (correct me if I'm wrong) where they would paint their faces white for performances and traditions, but now its becoming a trend for women to want to look white (not literally; lol).

Week 9 - Carson Ho

Carson Ho
ASA 141
5/25/19

Frith et al.'s research article, "Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements,” addresses how Asian and Western women are portrayed on beauty advertisements and the implications behind how they are portrayed. The discussion section noted that advertisements where women dressed in a "demure" (58) style were equal across cultures while Western models were used more in the "sensual/sexy" (58) category. Frith et al. concluded from their findings that Western models are used more as sex objects in advertisements than Asian models and that Asian models are portrayed more as cute and girlish. The part that I found interesting was when the discussion section mentioned that the portrayal of Asian models as cute and girlish could be seen as a way to "diminish their standing in society as full-fledged adults" (59). When I first read that part, I immediately thought about Edward Said's book Orientalism and the fetishization of Asian women as exotic. At first I was curious about why Asian women weren't as commonly presented in advertisements as "sensual/sexy" like how Said states that Asian women are perceived as exotic to the West. However, I noticed that it was Asian advertisers that put Asian women in the more reserved style, so then I figured that Asian advertisers don't see Asian women in the same way that the West does. I feel that Asian advertisers put Asian models in a more reserved, modest style not to diminish their status as women and full-fledged adults, but that it fits how they culturally accept their women.

?: How are Asian men perceived in advertisements in comparison to Western men?

Works Cited
Frith, Cheng, and Shaw. “Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements.”

Week 9: Comparing Western and Eastern Models in Magazine Advertisements

ASA141

by Reanna Lao

The research article "Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements" studies how Asian women is portrayed in western advertisements and how western women are portrayed in Asian magazines. The postmodern advertisements are really good at using models to play with their target's emotions. Selection of models is of great importance as it will determine the success of the advertisement. Although I think it is important to have a diverse group of models, people are naturally drawn to beauty. Advertisements work because companies choose only the prettiest of society. I find it quite dehumanizing the way society has built up these beauty standards. For example, it sad that some people are afraid to step outside the house without makeup. 

I think it is interesting that western women in Japanese magazine advertisements are shown be relaxing while Japanese models are doing household chores. This makes me wonder if there are any stereotypes incorporated in the advertisements. A common theme in all advertisements seem to include societal roles. Overall, the article summarized the common trends in the use of models in western and eastern countries. I think there is a need to redo the experiment to observe what is happening in current advertisements. I wonder how much has changed in selection of models today than compared to fifteen years ago.

Week 9: Race and Beauty

Jacqueline Yee
ASA 141
Week 9

Race and Beauty by Frith, Cheng, and Shaw, was a really interesting article to read. The authors discuss the different portrayals of Western models and Asian models. In the study, they had five different hypotheses ranging from the frequency of models used, beauty types of models, gaze and dress of the model. At the end of the study, they concluded that Western women were portrayed and viewed in the advertisements, and by the Asian audience as different. Western models were often dressed in different, more seductive clothing and advertised for different products. Asian women were used for advertising home goods, or even beauty and facial products while Western models were used for products like lingerie. It was also interesting that in Asian advertisements, US women were seen to be relaxing in the homes, while Japanese women were depicted doing household chores (55).

The different portrayals of women are definitely apparent in advertisements and marketing. Asian female models are portrayed at cute and innocent, while Western models are seen as independent, but often more seductive. This is interesting because it is also seen in make-up trends/styles. In the video, linked (https://www.youtube.com/watch?v=oqYRQWbCv0s) she does both styles of make-up. With the Western make up she looks older and more sultry, and with the Asian make-up she seems younger and more fresh-faced.
            

Works cited:
1.  Frith, K.T., Cheng, H., & Shaw, P. (2004) Race and Beauty: A Comparison of Asian and Western Models in Women’s Magazine Advertisements,
2. https://www.youtube.com/watch?v=oqYRQWbCv0s