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Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads
Jie G. Fowler,Timothy H. Reisenwitz,Les Carlson 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.3
The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed that, for instance, most superiority claims were categorized as false, whereas scientific claims tended to be classified as vague or as omitting important information. Furthermore, performance claims were likely to be viewed as vague and endorsement claims were seen to be acceptable. The study concludes with practical and public policy suggestions that need to be addressed by advertisers and the FDA.
Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective
Jie G. Fowler,Rongwei Chu,James W. Gentry,Himadri Roy Chaudhuri 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.4
‘Masculinity’ is changing globally. We investigate the adjustments made by Chinese male models as they work in a domain that had previously belonged primarily to women. Using a liminal lens to view the models’ adjustments, the study discovered that they perceive themselves to be subordinated to other participants in the advertising industry: designers, makeup artists, directors, clients, and even female models. While the changing nature of ‘masculinity’ globally has created many more opportunities for male models, we found that the norms of the advertising industry require a major re-invention of the models’ self-perceptions of masculinity.