Fair and lovely : the effects of mass media and interpersonal communication on college women's desire for fair-skinned apprearance.

• Main Authors: Chay, Yuen Ting., Cheong, Poh Kwan., Chong, Wai Yin., Lee, Sok Kuan.
• Other Authors: Chia Chih-Yun Stella
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Mass media::Media effects
• Online Access: http://hdl.handle.net/10356/14926
• Institution: Nanyang Technological University

This study examines the direct and indirect effects of (1) exposure to skin lightening ads and (2) exposure to fair skin ideal in interpersonal communication with peers, on college women’s attitudes towards fair-skinned appearance and their consequent intention to lighten skin. We conducted a survey...