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.