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