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Cross-Cultural Analysis of Beauty Advertising in the US and China

Cross-Cultural Analysis of Beauty Advertising in the US and China. Act 1-Exposition. Intro sequence Magazine opening up Introduce topic of advertising as a product of globalization in China Create tension due to the attempt to make a “global beauty ideal” through advertising

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Cross-Cultural Analysis of Beauty Advertising in the US and China

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  1. Cross-Cultural Analysis of Beauty Advertising in the US and China

  2. Act 1-Exposition • Intro sequence • Magazine opening up • Introduce topic of advertising as a product of globalization in China • Create tension due to the attempt to make a “global beauty ideal” through advertising • Discuss topic of advertising in our culture • Techniques • Standards • B-roll NYC and Madison Ave

  3. Act 1 • Interview with advertising expert and professor at UCF Joan McCain • Advertising is a reflection of society • Advertisers pay attention to what is important to women because they are the main purchasers (B-roll of women shopping/purchasing) • Discussion of the vast amounts of advertisements seen daily • Cut to voice of McCain talking about the increase in advertising due to social media (B-Roll of facebook, twitter pinterest etc) • Branding (inciting incident) • Discussion of the beauty match up hypothesis and the implications this can have on women

  4. Act 2-Rising Action • Implications beauty advertising has on women • Interview with Michelle Stecker talking about the negative effects of advertising (25% of model meet the standards of aneroexia) • B-roll of extremely thin models and images of airbrushes vs non airbrushed • Graphical information on content analysis of beauty advertisements • Interview with women’s studies professor Meredith Tweed on global beauty ideal • B-roll of images of Western advertisements vs Chinese advertisements

  5. Act 3-Climax • Cultural Crisis of the imposition of Western advertising in China and the changing beauty ideal • Interview with Professor Wei • Discussion of the traditional beauty ideal in China and the shift taking place • B-roll of images of the current beauty ideal seen through beauty advertisements • Graphical information on the use of skin whitening advertising

  6. Act 4-Falling Action • Interview with Professor Wei on changing beauty ideal and the effects of Western culture • B-Roll of comparisons of advertisements from US fashion magazines and Chinese fashion magazines • Graph

  7. Act 5-Resolution • Interview with Dr. Moore • This is all globalization • Chinese culture is however still extremely important even in this age of change

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