Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women
Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Guided by the overarching corporate moral responsibility framework, this study conducted two online experiments to asses...
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sg-ntu-dr.10356-1722922023-12-05T04:33:41Z Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women Yang, Tingting Lou, Chen Tandoc, Edson C. Wee Kim Wee School of Communication and Information Business::Advertising Corporate Moral Responsibility Retouching Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Guided by the overarching corporate moral responsibility framework, this study conducted two online experiments to assess the effects of ad retouching and disclaimers on advertising effectiveness. In Study 1, a 2 (model skin type: realistic skin vs. flawless skin) x 2 (retouch-free disclaimer: present vs. absent) between-subjects online experiment was conducted among Chinese female participants. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. Consumers’ perceived ad honesty mediated the interaction effect between the model skin type and disclaimer on purchase intentions. In Study 2, we found a similar interaction effect and moderated mediation effects. Such that, when a retouch-free disclaimer was present, participants rated an ad featuring realistic skin to have significantly higher ad honesty than an ad featuring flawless skin, which in turn, led to higher purchase intentions. The findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers. Ministry of Education (MOE) Nanyang Technological University This study was funded by a RG57/19 (NS) Tier 1 grant from Singapore’s Ministry of Education and a STAR fund from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. 2023-12-05T04:33:41Z 2023-12-05T04:33:41Z 2023 Journal Article Yang, T., Lou, C. & Tandoc, E. C. (2023). Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women. International Journal of Advertising, 42(8), 1315-1351. https://dx.doi.org/10.1080/02650487.2022.2164835 0265-0487 https://hdl.handle.net/10356/172292 10.1080/02650487.2022.2164835 2-s2.0-85146339153 8 42 1315 1351 en RG57/19 (NS) Tier 1 International Journal of Advertising © 2023 Advertising Association. All rights reserved. |
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Business::Advertising Corporate Moral Responsibility Retouching Yang, Tingting Lou, Chen Tandoc, Edson C. Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
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Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Guided by the overarching corporate moral responsibility framework, this study conducted two online experiments to assess the effects of ad retouching and disclaimers on advertising effectiveness. In Study 1, a 2 (model skin type: realistic skin vs. flawless skin) x 2 (retouch-free disclaimer: present vs. absent) between-subjects online experiment was conducted among Chinese female participants. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. Consumers’ perceived ad honesty mediated the interaction effect between the model skin type and disclaimer on purchase intentions. In Study 2, we found a similar interaction effect and moderated mediation effects. Such that, when a retouch-free disclaimer was present, participants rated an ad featuring realistic skin to have significantly higher ad honesty than an ad featuring flawless skin, which in turn, led to higher purchase intentions. The findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers. |
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Wee Kim Wee School of Communication and Information |
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Wee Kim Wee School of Communication and Information Yang, Tingting Lou, Chen Tandoc, Edson C. |
format |
Article |
author |
Yang, Tingting Lou, Chen Tandoc, Edson C. |
author_sort |
Yang, Tingting |
title |
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
title_short |
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
title_full |
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
title_fullStr |
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
title_full_unstemmed |
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women |
title_sort |
realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among chinese women |
publishDate |
2023 |
url |
https://hdl.handle.net/10356/172292 |
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1784855551878889472 |