Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women

• Main Authors: Yang, Tingting, Lou, Chen, Tandoc, Edson C.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business::Advertising; Corporate Moral Responsibility; Retouching
• Online Access: https://hdl.handle.net/10356/172292
• Institution: Nanyang Technological University

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...