The Beauty Myth and Female Consumers: The Controversial Role of Advertising

Recently, a small number of consumer researchers have voiced concern regarding the question of how and to what degree advertising involving thin/attractive endorsers is linked with chronic dieting, body dissatisfaction, and eating disorders in American females. To explore the broader context of this important and controversial issue, this paper draws upon a variety of disciplines and suggests directions for future research. First is a discussion of problems associated with chronic dieting and the diet industry. Next is an exploration of the prevalence, concomitants, and origins of body dissatisfaction in American females. The paper discusses existing advertising research that gives rise to several important propositions regarding the nature of the link between advertising and body dissatisfaction. The conculsion consists of recommendations for research and a brief discussion of public policy implications.     

Consumers' Attitudes Towards Professional Advertising in Hong Kong

ABSTRACT

This research was designed to investigate consumers' attitudes towards professional advertising in Hong Kong. Three hundred consumers were surveyed on their attitudes towards professional advertising by accountants, doctors and lawyers practicing in Hong Kong. The results found that, in general, professionals in Hong Kong enjoyed a high image and consumers believed that advertising would not significantly affect the current favourable image enjoyed by professionals in Hong Kong. In addition, consumers believed that professional advertising could serve as a means to acquire information. However, they also believed that advertising would increase the cost of professional services.     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market is expanding rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a large scale survey conducted by the Hong Kong Consumer Council on advertisements, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages, which was the second most problematic category of the survey. In addition, young people do not understand much about modern food processing, in particular with regard to low energy and functional foods, and they know very little about modern food marketing strategies. The situation is potentially detrimental to consumer welfare, especially to the younger generation. This study was conducted to reflect critically on implications of the issue on the health and well‐being of young people in Hong Kong. Attempts are made to explore directions for designing relevant and effective education programmes to empower young people's abilities in understanding food advertising strategies and making informed decisions on food choice. This paper begins with a critical review of the current situation with regard to Hong Kong. Then, the results of an interview survey and a questionnaire survey on pre‐service and in‐service teachers’ perception towards misleading food advertising and labelling are reported. The situations at schools are defined and problems faced by teachers in providing relevant consumer education programmes to students are identified. Finally, some prospective foci for further investigation of this important issue, with a view to developing students’ critical skills in evaluating claims offered in food advertisements, will be considered.     

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market expands rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a massive survey conducted by the Hong Kong Consumer Council, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages (Consumer Council, 1999). In fact, young people do not understand much about modern food processing, in particular those present in low energy and functional foods, and they know very little about the modern food marketing strategies. The situation is detrimental to consumer welfare especially to the younger generation. This study attempts to reflect critically on the implications of these issues for the health and well‐being of young people in Hong Kong. It explores directions for designing relevant and effective education programmes to empower young people in understanding food advertising strategies and making informed decisions on food choice. The paper will begin with a critical review on the current situation in Hong Kong. An interview survey on preservice and in‐service teachers’ perception towards misleading food advertising and labelling will then be reported. The situations at schools will be defined and problems faced by teachers in providing relevant consumer education programmes to students will be identified. Finally, the study will look to the future, with a view to developing students’ critical skills in evaluating claims offered in food advertisements.     

Cultural Differences among Young Adult Consumers in Hong Kong,Japan, and Korea

This study examines Northeast Asian consumer cultural dimensions and their differences by using Hong Kong, Japanese, and Korean college students as initial data points. While the cultural dimensions of Northeast Asia cannot be represented fully by this limited analysis, these data points provide preliminary insights toward more thoroughly mapping Northeast Asian culture. Common cultural dimensions of normativeness, communitarianism, conservatism, personality expression, and connectedness were identified in this study. Statistically significant differences were found in communitarianism (p < .01), conservatism (p < .001), and connectedness (p < .001). Specifically, Korea is higher than Japan in communitarianism, and Korea and Hong Kong are higher than Japan in conservatism. For connectedness, Japan and Hong Kong are higher than Korea. Also, differences in consumer culture are found. Japan is lower than Korea and Hong Kong in perceptions of promotion and additional values. Korea is higher than Hong Kong and Japan in emotional advertising.     

Dieting among adolescent females – some emerging trends

Young people, particularly adolescent females, are very conscious of their body image, hence dieting to lose weight is not uncommon. The study, part of a much larger ongoing project, aims to determine the level of body image satisfaction and dieting practices among adolescent females in the Republic of Ireland, with a view to investigating whether these factors ultimately influence food choices and eating patterns. Data collection for this research is at an early stage with preliminary investigations of a qualitative nature having taken place. Sixteen interviews with home economics teachers and 16 focus groups comprising females (n = 124) aged 15–16 years were executed. The results, which are a summation of the emerging trends to date, indicate that female adolescents are very conscious of their body image and are strongly influenced by the appearance of many high profile celebrities. It would appear that gaining the attention of boys, approval from girlfriends and self‐confidence are the main motivations for wanting to be slim. Hence short‐term dieting was an observed behaviour. These initial findings imply a need for more effective health promotion interventions to educate young people on the importance of healthy eating during adolescence. Furthermore, strategies for the development of a healthy body image and positive self‐esteem also need to be implemented as a matter of urgency among this age group. Home economics would be a suitable subject area to deliver this within the school curriculum.     

Attitudes of University Students toward Business Ethics: A Cross-National Investigation of Australia, Singapore and Hong Kong

With the current globalisation and complexity of today’s business environment, there are increasing concerns on the role of business ethics. Using culture and religion as the determinants, this paper presents a cross-national study of attitudes toward business ethics among three countries: Australia, Singapore and Hong Kong. The results of this paper have shown the attitudes toward business ethics to be significantly different among the three countries. It was also found that respondents who practised their religion tend to consider themselves more ethically minded than those who do not. Additional findings on gender have also revealed significant differences between the males and females for respondents in Singapore and Australia. Males are generally considered more ethical than females across the three countries studied. Dr. Ian Phau teaches Marketing at the Curtin University of Technology. He is an avid researcher in the area of country image and branding issues. He also edits a peer reviewed marketing journal. Garick Kea is a researcher with the Curtin University of Technology. His research interests include consumer ethnocentrism, Consumer Animosity and marketing ethics.     

Exploring cosmetics advertising in southern China

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen. Despite a tendency to retain certain traditional values, we find that Chinese women in these cities have increased their status and independence, and are inspired by western brands, music and images. We discover some significant differences between these markets, which suggest that some adaptations may be required in terms of advertising appeal, model selection and media focus, when designing advertising campaigns that will influence the consumer groups in these cities.     

Does Sex Sell in a Chinese Society

Sexual appeal was once was regarded as panacea in advertising. Research findings in western countries regarding sexu- ally explicit advertising generally have divergent views-positive and negative advertising effects. Published findings indicate advertise- ments that employ sex appeals are attention-getting and result in better brand recall, while on the contrary, these advertisements are viewed as offensive and creating negative attitudes and behavioural intentions. The use of sex in advertising is a complex issue. The gender of the model, the gender of the receivers, the product adver- tised, the culture background of the market etc. will have an impact on the effectiveness of advertising. The present study focuses on the relationship between sexually explicit advertisements in Hong Kong and the advertising effectiveness, in the form of recall, attitude and purchase intention.     

Development of TV advertising literacy in children

This study investigates the role of physical appearance (body mass index (BMI), body shapeperception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising. Based on the concept of self-esteem and the theory of cognitive dissonance, a research model is developed and tested in an empirical study with 249children aged 7 to 11. Using PLS path modelling, self-esteem and critical attitude towards food are identified as factors influencing advertising literacy directly. Self-esteem is significantly influenced by children’s BMI and body shape perception, while critical attitude is determined by children’s food choices and children’s perception of their parents’ attitude towards food. Evidence was found that the influence of body shape perception on advertising literacy is fully mediated by self-esteem. The results link variables related to physical appearance and eating habits to how children deal with advertising. Implications for academic research and public policy are discussed, and the study raises issues for children’s advertising literacy support and training.     

Social ethics and the emergence of advertising in China: Perceptions from within the great wall

While interest in doing business continues to rise steadily, information concerning the evolving social ethics of Chinese managers is sparse. This study reports the findings obtained from intensive interviews with thirty-nine Chinese advertising executives. In general, there appears to be developing a cautious optimism about the role of advertising in the Chinese economy. Findings are compared with earlier studies of American and Hong Kong managers and it is suggested that further research and observation is needed to track the development of business ethics in this largest of the world's developing nations. His most important publication is: ‘The Nature of Importance Perceptions: A Test of a Cognitive Model’,Organizational Behavior and Human Performance (April, 1983).     

Social comparison,imitation of celebrity models and materialism among Chinese youth

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the objectives were to examine the influence of interpersonal communication on social comparison, and the influence of advertising viewing on imitation of celebrity models. In turn, the study examined how both social comparison and imitation of celebrity models contribute to young people’s endorsement of materialistic values. A mall intercept survey of 631 young people aged 15–24 in Hong Kong revealed that peer communication and susceptibility to peer influence had strong positive relationships to engagement in social comparison. Motivation for viewing advertisements had a strong positive relationship to imitation of celebrity models. In turn, both social     

The Anti-smoking Advertising Campaign in Hong Kong: Communication and Attitudinal Perspectives

The CAPP model (Maloney, 1966; Aaker & Myers, 1987) was used to evaluate the anti-smoking advertising campaign in Hong Kong. The findings indicated that the campaign has different communication effects on smokers and non-smokers. Though more smokers can comprehend the message correctly, a smaller number of them have formed a negative attitude towards smoking as compared to non-smokers. Based on the attitudinal differences of the two groups, implications with respect to advertising appeals can be drawn. This study also suggests that the government's campaign should seek to establish a negative attitude towards smoking by smokers.     

The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong

This paper examines how advertising effort, specifically advertising creativity and advertising believability, may influence consumers’ perceptions of a retailer’s business philosophy, and in turn consumers’ behavior toward retailers in Hong Kong. Altogether five hundred and eighty-three respondents (i.e. 320 college students and 263 shoppers) were surveyed. The results suggested that retailers that are regarded as having more creative advertising are perceived as being more learning-oriented, which leads to higher brand recognition. Meanwhile, retailers that are regarded as having more believable advertisements are perceived as having higher levels of integrity, and as a result are better recognized and more likely to be patronized. This research contributes to literature in retailing and marketing communication by establishing the antecedents and consequences of building a learning-oriented and trustworthy business philosophy in a cultural specific context. It also provides practical guidance for retailers who aim to increase brand recognition and purchase intentions through promotional effort.     

证券市场选择是否影响公司业绩与价值?--来自中国房地产行业的经验证据

企业在不同资本市场之间的选择往往是上市过程中一个重要决策。上市地点是否会影响其后续业绩表现以及价值？文章基于中国内地房地产企业数据的研究发现,在中国香港上市的企业比在中国内地上市的企业经营业绩更优,而两者在股市价值上并无显著差别。另外,在(中国)香港上市的房地产企业中,国有企业股市价值低于非国有企业;而在中国内地上市的房地产企业中,国有企业股市价值高于非国有企业。研究结果说明,证券市场完善的监管有利于降低代理人问题,提高企业经营业绩。     

Bulemia and anorexia in an advertising context

This paper reports on a survey of college students which was designed to provide insights into associations of advertising with the eating disorders of anorexia nervosa and bulemia. The study involved measuring self image and ideal self image and relating these measures to the incidence of the eating disorders and to advertising and merchandising measures. Based upon the findings, various tentative recommendations were made to advertisers who desire to assist in containing eating disorders through their efforts in the marketplace.Robin T. Peterson is Professor of Marketing and General Business at New Mexico State University. In 1982 he was awarded Outstanding Educators of America and in 1985 Outstanding Marketing Educator. He is the author of over 60 articles which have been published in refereed and trade journals.     

两岸四地建立中元区的可行性研究——基于OCA指数的分析

在最优货币区理论和最优货币区指数方法的基础上,本文创建了两岸四地最优货币区指数模型,并对中国大陆、香港、澳门和台湾地区1992-2003年间的实际情况进行检验,指出影响两岸四地双边汇率波动的主要因素是实际产出增长率差异、双边贸易联系和通货膨胀差异。在这个基础上,综合评估了两岸四地实行货币合作的经济成本。结论为在两岸四地建立中元区是可行的。文章最后提出了相关的政策建议。     

Weight status and weight dissatisfaction of college students enrolled in a basic nutrition course

It has been suggested that general dissatisfaction with body weight, or anorexia-like behaviour, may be higher in students majoring in home economics, specifically dietetics, than in students in non-food and nutrition majors. This observation may be problematic in a student's future personal life or professional practice. The purpose of this study was to document the prevalence of general dissatisfaction with body weight, compared with actual body weight, in a group of college students enrolled in an introductory nutrition course. The sample included 169 female and 41 male students. Mean body weight and body mass index were 110 ± 20·7% of ideal and 23·4 ± 4·4, respectively. Dissatisfaction with weight was reported by the majority of students, especially females (76·2%). A significant relationship was found between reported weight dissatisfaction and actual weight status for females (P < 0·001). Furthermore, more females in dietetics were dissatisfied with weight (83%) than females in other majors (75%) although the difference was not significant. These results suggest that, while weight dissatisfaction was not significantly higher in dietetic majors, the high incidence of dissatisfaction in all females is a concern. There are, therefore, potential implications for the educational strategies of home economics faculties regarding appropriate attitudes about weight status and food.     

Out of the Mouths of Babes: Business Ethics and Youths in Asia

A model of corporate ethics and social responsibility (CESR) was developed and empirically tested among Chinese business undergraduates in Hong Kong and Singapore. As predicted, it was found that CESR beliefs were negatively related to Machiavellianism and two Confucian concepts, guanxi (interpersonal connections) and mianzi (face). CESR beliefs were also lower among Hong Kong than Singaporean youths. The negative effects of guanxi, mianzi, and Machiavellianism were more pronounced for the Hong Kong than Singapore sample. Implications of these findings are discussed and directions for future research suggested.     

Pigott,Stanley. OBM/A Celebration: One Hundred and Twenty-Five Years in Advertising. London: Ogilvy,Benson & Mather Limited, 1975

Abstract

This study reports the results of a survey of advertising managers and editors of weekly and daily newspapers and of selected consumer magazines concerning the issue of feature advertising. Feature advertising is defined as paid advertising space that looks like editorial copy in the form of a short feature article. It was posited that this type of advertising might offer a unique challenge to the process of advertising self-discipline among print media. Ad managers and editors differed on a number of points, but agreed that questions pertaining to feature ads should be addressed through media self-discipline.