Abstract
Abstract: This study investigates Asian American women's responses to beauty representations in mainstream advertising. Through in-depth interviews, this article explores how Asian American women construct and negotiate a bicultural identity in their interpretations of advertisements' mediations of beauty for Asian women. Study findings revealed the cultural significance of the model minority stereotype in influencing Asian American women's relationships with fashion media. Additionally, participants' narratives on Asian American women's beauty ideals reflected their identity construction process of achieving social assimilation and negotiating ethnic distinctiveness, which illuminates the often-ignored sociopolitical tensions in minority consumers' relationship with advertising representations of in-group members.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
