“Average-sized” models do sell, but what about in East Asia? A cross-cultural investigation of U.S. and Singaporean women

• Main Authors: Lou, Chen, Tse, Caleb H., Lwin, May Oo
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2020
• Subjects: Social sciences::Communication; Advertising; Model Size
• Online Access: https://hdl.handle.net/10356/144816
• Institution: Nanyang Technological University

In light of a growing consumer and media outcry against using unrealistically thin models in advertisements, global brands are featuring more inclusive model images in their campaigns, including using average-sized models. However, do consumers from different cultures have varying preferences for mo...