Advertising Skin Care And Beauty Products Media Essay

publicise Skin C ar And smash intersection points Media EssaySkin c be outputs with go downening and glitterening function draw been introduced to the Asiatic market eitherwhere the quondam(prenominal) decades old age and it recorded as the high hat-selling convergence categories in the Asian beauty industry. (Ashikari, 2005) find out in to the pick out rubric The Quest for Beauty Asias Fascination with sick(p) face (2009) utter the summation purityning merchandise is forecasted the market willing be continuing to $18 billion and the rate of growth is around 12 per cent annually. (Deirde,B, Helen, C, Mark, D, F, 2010, p26) In South East Asia, there be to a greater extent than than than 62 shinny lightening reapings were introduced in year 2008. Besides, the involvement of women in the workforce growths in their income and wealth. Most of the women tend to buy the white-hotning intersection to lighten their climb. (Deirde,B, Helen, C, Mark, D, F, 2010) To touch the consumer acquires, the whitening production was still developing to match the market demand. (August, 2008) The solving of the Asian women using clamber lightening products is shown in the gameboard 2.1Table 2.1 Result of Asian women using pare lightening productsAsian awkwardEstimated % of Women Using Skin Lightening productionsThailand58Philippine50Hong Kong45Malaysia41Ind geniussia60-65(Source from The Quest For Beauty Asias Fascination With Pale Skin, p27, 2010) at that place ar a raft of myths near pleasure ground undress tint. In the genuine social context, join skin relish non only symbolizes womens beauty, hardly also will project womens marital prospects, trading prospects, social status, and earning potential. (Ashikari 2003b clod and Craven 2003 Leslie 2004) One of the surveys was conducted in The Quest for Beauty Asias Fascination with Pale face shown Malaysian men thought their placeners would be more irresistible with a attractive skin note of hand. (Deirde,B, Helen, C, Mark, D, F, 2010) In the analogous study, it also stated that various culture may moderate in varied interlingual rendition on the meaning of egg white. To provide a cle ber picture, in Japan, fair skin is equal to wealth and high education level. As in Thailand, the fair skin is eternally associated with the high social status and wealth. As bloodline to the white, black, in Indian culture symbolize as at a lower placeprivileged multitude and often relate to twilight(prenominal), dirty, rail at, hell, and etc. On the contrary, Indian culture elect lighter skin tone as it associated with the Bright side of the culture. White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of great power. (Arif 2004).Moreover, fair skin is also beed as costly marriage in India. Overall, whiteness is an important predictor for turn overing the commanding image in the Indian rules of orderDesires for whiteness, under this chain of associations, is pursued Despite of the diverse cultural divers(prenominal) in Asia region, they are guardianship the general belief to ask light skin. However, around of the academics, activists and sociologists reflect the marketing of skin-lighteners as racism. (Sage, 2009 August, 2008 BBC News, 2003) In this look for study, non only focus on the advertizing of women clipping in Malaysia, except also focus on whitening body care product.2.2 compass in that respect are several items will discuss in the school term of background which included beauty products for women, the fairness is more craze, discrimination of hatful, advertise in general for these products, printed publicizing and magazine adverts.2.2.1 Beauty products for womenPeoples needs and hopes to be beautiful are supposed to be identical all over the world. With the aid of beauty product, people tail gain confidence and stick up in front of crowd without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the sort kinda than new(prenominal) more durable criteria (Barthel 1988 3) and empha coat of it on the medallion of the female body, with the aids of the fashion and decorative products (Barthel 1988 8) Based on this reason, the last mentioned product categories, the fuzz care, fragrance, and own(prenominal) products are oft utilize to fire the attraction and the peak of sexuality on the person. Moreover, beauty also meets to traditional acquire-up, which included lipstick, mascara and assembleation, as well as contemporary make-up, such as tinted/flavored lip balm/gloss. (Pawlowski, 2007)2.2.2 Fairness is more crazeAccording to utter (2002), there are almost half of 35 to 54 years of Asians physical exertiond skin care product with whitening function, some analysts have said it could be worth billions of dollars. In Asian countries, that has been a swerv e of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty. There is a Chinese idiom One whiteness goat get the picture three kinds of ugliness. In people perception, fair skin is always a symbol of elegance and nobility. White jade is often used as a metaphor to describe such fairness. The takeences for white of fair skin are common in the modern Asian market. In India, for good example, a signifi nett part of many Sunday newspapers is dedicated to personal advertizements by men seeking fair-skinned brides (Leong, 2006)2.2.3 Discrimination of peopleAlthough skin whitening product can lighten people skin tone, it may indirectly furcate the races that have darker skin tone. For instance, that is an argument in India due to the Fair and beautiful advertising. The ad showed a young, dark-skinned girls father lamenting he had no son to provide for him, as his daughters salary was not high luxurian t the suggestion being that she could neither get a better job or get married because of her dark skin. (BBC News, 2003) This ad has an overwhelming responces.According to Luce and Merchant (2003), 90% of Indian women want to use whitening product and that is a phenomenal trend growth in the number of skin-lightening products. In their perception, fair skin represent good education and more credibly to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also pollute the young generations mind. . (BBC News, 2003) According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over discriminate racialized assorts, but also on manipulating racial outsiders to fight against one an otherwise, to fence with each other for white approval, and to seek the rewards and privileges of whiteness for themselves at the expense-literally-of other racialized populations.2.2.4 Advertising in general for t hese productsTelevision, radio station, internet, and even up outdoors advert are reason as riddle media. The different promotional hammers will tolerate different benefits to the advertisers. Due to this reasons, majority of spheric advertisement adopting more than one type of advertising tool to promote their product2.2.5 cross advertisementPrint advertising delimit as the dissemination of advertising messages using optic, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement. (Jade, nd) Under the strong ambition with other broadcast media, such as goggle box and radio, print advertisement still place an important role to the advertiser. Compare with other broadcast media, print advertisement allow to present more detailed information. By the way, print advertisement such as newspaper and magazine refer as a high involvement of media, it means printed advertisement is more selectivity and it can help the company reach the specific pos e readers and customers.2.2.6 cartridge holder advertisementThrough magazine advertisement, the company can reach the designeritative target market in and educated the reader about the product knowledge in the short period. Besides, the cost of the advertising on magazine is much cheaper compare with other communication tool, such as television and radio. From the 1880s onwards, advertising has played a vital role in shaping the form and pith of womens magazines. And, it has a clear and strong kindred surrounded by advertising and womens magazines. Besides, magazines were designed as forums for national advertisements aimed for women. According to speedwell (2010), there is no indication for change in the near future tense as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for seller because it provides a forum for gender targeted advertising. Marketer can efficaciously take in their message to the target audiences.According to M cCracken (1993), womens magazines refer as a powerful advertising strength since advertising occupies up to 95 per cent of the space in some womens magazines, earning these publications the more appropriate title, womens advertising magazines. Womens magazines, are a sphere of activity that readers view as an area of forfeitdom, free choice and free time (McCracken 1993) and the advertising within creates new wants and needs. The tale from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is slowly changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000 30).2.3 Variable2.3.1 Size of the advertisementIn general, the options of the size of it of the magazine classified into half page, one page, double page or more than two pages.(Pu, Y,R, 2003) According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provide s a clearer advertisement detail and advertiser more soft to correct it. In the fresh article, one of the interrogationer, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more terce reader than half page. (Print Ad Placement, 2011) Some of the vender will prefer half page size of advertisement, if they faced the tight budget problem. In the research study of L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), the one page size of the advertisement are majority which is 85%. This may due to the price of advertising is just and it is more easily to attract attendance.2.3.2 Advertising layoutIn the study conducted by (Anna, P, Peter, W, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and brand name. Different of advertisement layout reflect the different characteristic of product. According to the stu dy of Pu, N, R, (2003), the author found that both personal and cosmetic product present their advertisement with visual and likeness layout. In general, visual consider as visual subdivision and copy defined as words. This may due to the visual element in the advertisement can serve to the visualization and verbal element serve to the verbalization.2.3.3 Advertising copy elementsAdvertisement is a tool that used by marketers to deliver the intended message to their targeted customer. It is crucial to ensure the concept of the advertisement fit with the overall marketing objectives. For print advertisement, display copy and body copy are the two elements of copy sheet. (Anna, P Peter, W, 2006) As defined by Wells et al (2006), display copy is the entire element that the reader able to see at the first glance, such as headlines, subhead lines, taglines and slogans. In general, headline is the words in the leading position of the advertisement and it also reflects as selling brin ging close together in the advertisement. (Anna, P Peter, W, 2006 study elements of copy for copywriting, nd)Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of kindle the readability of the message, sub headlines commonly presents in the new paragraphs with larger size and bold type. (Anna, P Peter, W, 2006) Body copy defines as the text with little size typed which to provide a clear and further explanation about the product. (Anna, P Peter, W, 2006) According to the Anna, P and Peter, W (2006), slogan regarded as a motto for a campaign, brand and company. To increase the fortune to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better ad answer the products attribute. (Advertising Strategy, nd)2.3.4 polishColor is a powerful element which represent for brand identification, have reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of tint a lso more easily to go through the attention of the audience, provide realism, establish moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), colour in advertisement had the higher response rate and better recall probability when compare with the dull blank and white advertisement.In the other aspects, pretense can be classified to warm mask tone, cool color tone and earth color tone. Red, orange and yellow are the example of warm color tone green, blue and violet are present in cool color tone and earth color tone reflects neutral color. The different colors always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the characteristics of femininity, cultural interpretations or even turned on(p) responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, bit the color white generally signifies purity and virginity. (Pawlow ski, 2007) Pink is seen to be very fair(prenominal) which can also be deemed as sexual while delicate type coloring generally refers to non-sexual. (Pawlowski, 2007)2.3.5 Visual elementThe roles of visual element in the advertisement not only for catches the attention of reader, but also importance of creating brand awareness and brand beliefs (John R. Rossiter, 1982) According to Kosslyn and Alper, 1977 Kosslyn, 1980, larger size of the visual element can produce the better learning . And, other than memory responses, the visual size also influence on the critical responses. (Rossiter and Percy (1978 1980) and Mitchell and Olson (1977 1981)2.3.6 LanguageToday, side is regarded as an international language. It acts as an important and common language in the world, you can used English in every part corner of world. The statement proved by 72 of in flight-magazine around the world used English as primary(prenominal) language. (Veronica, 2010)Although English is a universal langua ge, but the advertiser of some countries, such as chinaware, South Korean, and United States still prefer their local anaesthetic language to present the message of the advertisement. (Jaehee, J Lee, Y,J, 2009 Veronica, M, S, 2010) As global company advertises their product globally, the languages they used are vary according to the social context. They are usually ignoring the local nuance, and translate directly from their original copy. (Veronica, 2010) Communication with customers is essential in the marketing perspective. The local language can integrate with the local community effortless. In the multi cultural country such as Singapore and Malaysia, there is a diverse market probability for each of the races. Hence, by targeting different aggroup of customers, the publisher have to publish different languages of magazines to better address the need and wants of the different groups of people. By publishing different languages of magazines, they can better deliver the mess age to their reader by the languages that they are familiar to.2.3.7 Type of supplicationGenerally, there are two type of appeal which is cerebral appeals and ablaze appeals. In advertising, rational appeals defined as the element used to displace consumers through information and logical arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and after comparisons, product demonstrations, or comparatives portraying the competition. The use of rational appeals can be apply by reduce the uncertainly requires, distinct logical, and direct information from the communicator. (Zandpour etal. 1994) Nevertheless, emotional appeals reflect the images and perceptions to mold consumers perceptions toward the brand. Among the emotional appeal are storytelling, metaphors, and aesthetics. (Jeon, George, Bruce, Joseph, 1999) Advertising appeal usage can be applied in different product types.According t o Cutler and Javalgi (1993), the overall content of the advertisement can be categories into rational, emotional or both. In the past research, the authors found that advertisement for durable goods tend to presents more information than advertisement for nondurable goods. (Abernethy and Franke 1996) However, service advertisement is more emphasize on emotional appeals. (Abernethy and butler 1992 Cutler and Javalgi 1993)In the research conducted by Golden and Johson (1983), they examined the impact of thinking versus touch perception appeal in print ads on various measures of advertising intensity level. The author defined thinking appeal as appealing to the rationality of the receiver, and feeling appeal as creating a mood and appealing to the emotions. (Golden and Johson, 1983) In this study, they conclude that the underlying reason for the popularity of thinking appeals is the rich of product information, and elicit higher purchasing intentions. (Golden and Johson, 1983)Accord ing to a research conducted by McGuire (1969), he denied the returniveness of emotional appeal in the advertisement after directly study the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal outperform of each other. The core idea after part this is that emotional message can also be rational, and vice versa2.3.8 Product CategoriesProduct categories in the advertisement can be divided into 22 categories. (Nelson Paek 2007) Beauty product was defined broadly, which consisted cosmetic, jewelry and c tradehing. In addition, special group of products such as womens apparel, perfume and cosmetic categories occupy large plenty of total marketing costs. (Veronica, 2010) In the recent study, the authors classified apparel product, perfuse and cosmetics as self-image projective product. (Veronica, 2010) The targeted market segment would affect the marketing strategies applied in different market. (Veronica, 2010)In the other researches, product categories can be categories into hedonic or utilitarian element. (Crowley, 1992) Hedonic products are primarily link up to sensory(prenominal) attributes and concentrate on consumatory effective gratification whereas utilitarian products are in general associated with functional and non-sensory attributes and focus on fulfillment of instrumental needs. (Crowley, 1992) According to the research of Jung and Lee (2009), Korean and United Stated beauty magazines consisted a lot of body-related products than non-body related products advertisement, with a ratio 91.1 to 8.9. The body-related products include clothing, beauty product, diet services, and accessories.2.3.9 Product originThe country of production has certain degree of influence on the consumers decision making process. Zhou (2004) provided some evidence in study that Chinese consumer is willing to pay more on the western product, principally because of the common belief to reflex the prest ige and social status. There is some opposite point of view from Nelson(2004). He stated that there is festering population who are supporting the local product and cultural identity.2.3.10 whiten function of the productSkin whitening product is a global trend throughout the world. There is a huge market opportunity for Europe, Asia and the United States market. (Deirdre, B, Helen, C, Mark, D, nd) According Ashikari (2005), whitening and lighten product growth chop-chop in Asia which influence by the Asian wealth and growing consumer cultures. Mostly, the whitening function of product can classified to UV features, whitening effect and function in both way.UV features of product can decrease the toll and protect the skin from ultraviolet rays and long time exposure under the sunshine. In additional, the role of whitening effect shows the product focus on lightening complexion of womens skin, which from the yellow or darker skin color to white and fair skin color. (Johanson, 199 8) The example of products with whitening effect are Kose, Za, Olay, Lancome, Nivea and Sk II, normally we can found it in shopping mall. With the trend of whiteness, a lot of companies introduce a lot of whitening and UV function of product, and and so customer can kills 2 birds with one stone with the multi-functional product.2.3.11 Degree of sun protection factor (SPF)In the market, there is a lot of cosmetic and skin care product contained sun protection factor (SPF), which can protect our skin from the direct ray from the sun. The different degrees of SPF have different functions. In the research conducted by Autier et al. (1999), they assessed the impact of the 2 different degree of sunscreen sun protection factor (SPF) of unlabeled product on the duration of sun exposure in two groups of young people. They reason that the volunteers who used SPF 30 were exposure 25% longer than these who used SPF 10. The result of the finding is not surprising. The doubt in this research is on the soil of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups.2.3.12 Origin of assumeModel can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), egg white, or mixed. In the study by (Eric P. H. Li, Hyun,J.M, Kimura, J, Russell, W. B, Bahl, S, 2008 Cheng, H, Katherine, F, Shaw, P, 2005 ), authors found that most of the Asian beauty product advertisements using Caucasian pretense. The underlying reason is the globally recognized beauty standard. According to exhaust hood and Craven, the popularity of Caucasian and Eurasian gravels reflects the postcompound structure of commoditization and consumerism and is still influenced by a colonial past.In the other study, it also revealed 70.2% Caucasian model was used frequently in Korean advertisement to promote their product. (Jaehee, J, Lee, Y, J, 2009) This phenomenon happened because the fair skin has been sharp marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, pure and radiant images are representing the feminine idealistic and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and Hall 1992 Sean, R, 2003) By the way, model of the advertisement always plays an important role to deliver the message to the targeted audiences and it pervasive to our daily life. The position magazines readers will project themselves as the models appear in the magazines advertisement, which enable them to make a positive impact to them, and inevitably make a good evaluation to the product.Besides, the researchers also found that Caucasian women were more willing presented in sexual portrayals which compare with Asian women. (Cheng, H, Katherine, F, Shaw, P, 2005 Christina N. Baker1, 2005) This reason may due to the Asian women are influence by the Confucian culture and phi losophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005)2.3.13 Demographics of modelAge of the model of the advertisement also acts as a factor influence the consumer behavior. (Chang, C, C, 2008) People are keen to be fresh, beauty and look younger than their actual age. If the model of the advertisement is mid-forties or old featured, then the young generation of consumer may categorized the product as not for me based on this factor. (Chang, C, C, 2008) The result abridgment of Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands found that most of the young model are majority in the advertisement of magazine which is 72.7% (15 and 30 years old). (Carlos, M, M, Paloma, D, S, 2008)2.3.14 Celebrities UsedCelebrity bit is the growing trend in the magazine advertisement. A honor endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisemen t. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are pommel to determine the element of credibility and attractiveness to present their advertisement to public. (Kahle and Kahle 2006).Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes catching than expert or typical consumer endorsers in advertisement recall and brand name recall, in spite of the product type. In the other research also showed there are a positive effect between adolescents word-of-mouth intentions and brand loyalty among the celebrity sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more affected by female celebrities than male celebrities, and female teenagers agree more than male teenagers that they are affected by celebrities in buying certain brands. (Bush, Martin, and Bush 2004)By applying attribution th eory, Mowen (1980) used it to explain on the intensity of celebrity endorsement. The effectiveness of celebrity endorsement is largely correlated to the consumers willingness to understand the causal reasons for a celebrity to endorse the product. The celebrity endorsement strategy works best if consumers think that the celebrity endorses the product because the celebrity can symbolize the product, rather than the financial incentives. Mowen (1980) Furthermore, Asian celebrity perceived their success is highly related to their fair skin. (Eric, Hyun, Russel, Junko, Shalini, 2008)2.3.15 Appearance of modelBased on the research conducted by Thomas and Treiber (2000), the advertisers prefer to use gorgeous model to represent their product. It can indirectly inform the reader they can as beautiful as the model after them using the product. In the research study named existent Beauty in Advertising Fab or Fad, appearance was the main subject. It usually used to refer the link between t he usage of the picky product and the consequences after of using that product. According to the research, model likes to apply the non-buoyant makeup, such as applied lipstick and particular perfume to bring into being more attractiveness and appeal to public (Reichert Lambaise, 2003, p126).2.3.16 Apparel of modelThere are different degree dressing of the model, however nudity of the model becomes a rising trend in the advertisement of the magazines it also associated with the idea of sexual attractiveness. (Bridgette Desmond, nd) Generally, there are 4 categories of the nudity which are demure, suggestive, partly enclothe and nude. (Jaehee, J, Lee, Y, J, 2009) According to (Jaehee, J, Lee, Y, J, 2009 Reichert, T, Carpenter, C, 2004), demure dress was defined as habitual dress which included walking shorts, but excluded short-shorts or underwear. Suggestive dress defined as partially exposed the upper body, such as unbuttoned blouses or muscle shirts. (Jaehee, J, Lee, Y, J, 2 011 Reichert, T, Carpenter, C, 2004), According to the studies conducted by scholars, Models were considered partially clad if they were shown in underwear or bathing suits. (Jaehee, J, Lee, Y, J, 2011 Reichert, T, Carpenter, C, 2004) Nude was represent models were holding only a towel or if the photograph was composed so that genitals were concealed. (Jaehee, J, Lee, Y, J, 2011 Carpenter, C, Reichert, T, 2004)Sex approach is more appeal to the male consumer, inclined the evidence that in year 2003, four out of five women who are appeared in the advertisement were suggestively dress, partially clad, or nude. (Bridgette Desmond, nd) An interesting study conducted by the Desmond, B (2008) stated that society nowadays becomes more sexually declared and adapt with the high degree nudity level in the advertisement. correct so, there are some the magazines also prefer demure dress, since they target the wider variety of groups. (Bridgette Desmond, nd)2.3.17 Hairstyle of modelIn the jud gment female beauty, hair color, hair length, and hair style plays a vital role in positive rating on attractiveness. In the research of Mbure, 2009, 63.6% of models, 63.6% had long hair length, and 36.4% of model had short hair length. Besides, in the same research, the author found that 70.8% of model had straight hair and 29.2% of model non-straight hair style, such as kinky, wavy, medium curly, braided and so on. (Mbure, 2009)2.3.18 Degree of models whiteningSkin color stratification is a crucial sociological issue, which included the difference between luminousness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as capital to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated with sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher conjugal union status. According to the other research, th e author found that prominent models were more seeming prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less promising to be seen in the workplace than whites but more likely to be portrayed in leisure places and school than whites. Low volumes of studies emphasize on the interpretation of white beauty idea among Asian female. Meanwhile, Sahay Piran (1997) also revealed that the desire to be light skinned was higher the darker among South Asian-Canadian females.In the research title Comparisons of Cosmetic Advertisements Strategies for cultural adaptation in Womens Magazines in Taiwan also shown that most models in Nong-Nong and Elle Taiwan magazines were displayed in a light skin tone regardless whether the model was western or Asian looks. (Pu, Y, R, 2003) Furthermore, in another research also reflects that light skin tone is ideals in advertising. It were advanced using a diversify of strategies consisting the promotion of ben efits related to skin lightening such as skin related (e.g. increase moisture), emotional (e.g. Increased self confidence) and relational/social (e.g. increased attention from the opposite sex). Mak (2007) Furthermore, among 58 models, 30 models were light skinned, 16 models had medium brownness skin tone (mid-point of dark and light brown) and only 9 models were dark skinned. (Mbure, 2009)2.3.19 Most frequently shown body partStudy of Carlos, M, M, Paloma, D, S, (2008) defined compassionate body as dressed body, and the external appearance, such as hand, neck opening and face play an important role of the first impression while meeting someone. On the same time, different kind of body part shown in the magazines advertisement conveyed the different kind of messages that convey messages to the magazines reader. Most often, marketer emphasized certain body display based on the product categories, such as face with skin care product or upper body part with body care product. In the recent study, researchers found that the advertisement in Korea and Taiwan more focus on the models face rather than body. (Jaehee, J, Lee, Y.J, 2009)2.3.20 Number of modelsNumber of model in the advertisement plays crucial roles to present the product message. That is a significant relationship between th