A Cross-Cultural Analysis - Effect That Advertising Has on Socialization Focusing on Skin Tone and the Perception of Women

Abstract

Advertisements affect cultures’ social norms significantly, but also have an effect on certain cultures’ cultural values, and this can help to identify similarities and differences between separate cultures. Using the Schwartz Theory of Basic Values as a framework, this paper analyzes how hidden messages within advertisements reflect and portray values such as conformity, tradition, achievement, and self-direction, based on the messages hidden within skin lightening advertisements and portrayals of female models in advertisements. By performing a cross-cultural analysis with countries such as Japan, China, India, The Philippines, and The United States, the research emphasizes how skin lightening advertisements enforce colorism while associating lighter skin with success, beauty, and social mobility. Furthermore, this paper additionally studies the development of women’s portrayal in advertisements over the years, focusing on sexualization, stereotyping, and the emergence of “femvertising”. By comparing Western and Eastern advertising practices, the research finds that, while some beauty ideals are universal, cultural values have a significant role in shaping how women and skin tone are portrayed in advertisements. Altogether, this research highlights the role of advertisements as cultural agents, which both reflect and influence societal values, which contributes to the persistent beauty standards and gender norms across cultures.