Communicating feminine identity in Singapore : the culture encoding of beauty types in magazine advertising.
Using the context of advertising as a cultural and ideological form of communication, this study re-applies the beauty types identified in America by Solomon, Ashmore & Longo (1992) to the Singaporean context to discover what beauty ideals are prevalent in Singapore, how they affect the cultural...
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| Format: | Theses and Dissertations |
| Published: |
2008
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| Online Access: | http://hdl.handle.net/10356/1538 |
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| Institution: | Nanyang Technological University |
| Summary: | Using the context of advertising as a cultural and ideological form of communication, this study re-applies the beauty types identified in America by Solomon, Ashmore & Longo (1992) to the Singaporean context to discover what beauty ideals are prevalent in Singapore, how they affect the cultural encoding of the Singaporean Feminine identity, and, to what extend, the local beauty cuilture reflects the dominant cultures and ideaologies of America and Singapore, in the face of the globalization phenomenon. |
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