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dc.contributor.authorChih-Ping Chenen_US
dc.contributor.authorChih-Hsien Chenen_US
dc.contributor.authorAnna Marie C. Cañeteen_US
dc.date.accessioned2018-02-06T08:02:01Z-
dc.date.available2018-02-06T08:02:01Z-
dc.date.issued2017-12-01en_US
dc.identifier.issn1028-7325en_US
dc.identifier.urihttp://hdl.handle.net/11536/143527-
dc.description.abstractAs mirrors of culture, advertisements are believed to reflect values relevant to consumers. This research aims to examine whether the cultural values are reflected in online skincare advertisements between countries with different cultural influences and then further investigate what values consumers maintain and shift. Content analyses of online skincare advertisements and in-depth interviews with consumers in the Philippines and Taiwan were conducted in this study. The research focused in particular on how slogan values, brand prominence, and product prominence and context of online skincare advertisements can be manipulated in a strategic way to pass on implicit messages to the receiver. The results highlight that the notion of beauty in online skincare advertisements and the minds of consumers is socially and culturally constructed and its meanings are maintained and changed by social forces and globalized communication of advertising media.en_US
dc.language.isoen_USen_US
dc.publisher交通大學zh_TW
dc.publisherNational Chiao Tung Universityen_US
dc.subjectCross-culture; cultural valuesen_US
dc.subjectonline skincare advertisingen_US
dc.subjectglobalizationen_US
dc.subjectbeautyen_US
dc.titleMirror of beauty: Cultural values reflected in online skincare advertising in the Philippines and Taiwanen_US
dc.title美麗魔鏡:菲律賓與台灣保養品網路廣告投射之文化價值zh_TW
dc.typeCampus Publicationsen_US
dc.identifier.journal交大管理學報zh_TW
dc.identifier.journalChiao Da Mangement Reviewen_US
dc.citation.volume37en_US
dc.citation.issue2en_US
dc.citation.spage127en_US
dc.citation.epage158en_US
顯示於類別:交大管理學報


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