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

• المؤلفون الرئيسيون: Yang, Tingting, Lou, Chen, Tandoc, Edson C.
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2023
• الموضوعات: Business::Advertising; Corporate Moral Responsibility; Retouching
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/172292

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...