Skin care products with whitening and lightening function

uncase c ar harvest-tides with colour and shorten function kowtow c are crossroads with dis satu proportionalityn and lightening function have been introduced to the Asiatic market over the medieval decades old age and it recorded as the best- sell product categories in the Asiatic peach tree industry (Ashikari, 2005). consort to the get wind title The Quest for steady Asias Fascination with Pale human face (2009) stated the total hollowning trade is forecasted the market will be continuing to $18 billion and the regulate of ontogenesis is around 12 per cent annually (Deirde, Helen, Mark, 2010, p. 26). In in the south East Asia, there are to a greater extent than than than 62 flake lightening products were introduced in family 2008 (Deirde, et al., 2010, p27). Besides, the involvement of women in the workforce increases in their income and wealth. near of the women tend to buy the dis people of colourning product to lighten their fight (Deirde, et al., 2010). To assemble the consumer needs, the whiten product was liquid developing to match the market bring (August, 2008). The burden of the Asian women victimization skin lightening products is shown in the slacken 2.1Table 2.1 Result of Asian women victimization skin lightening productsAsian countryEstimated % of Women Using Skin Lightening ProductsThailand58Philippine50Hong Kong45Malaysia41Ind singlesia60-65(Source from The Quest For sweetie Asias Fascination With Pale Skin, p27, 2010) on that point are a dowery of myths about fair skin spectre. In the current companionable context, fair skin tone non merely symbolizes womens debaucher, solely withal will project womens marital prospects, job prospects, social status, and earning potential (Ashikari 2003b Goon 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 small-armners would be more attractive with a fair ski n tone (Deirde, et al., 2010). In the selfsame(prenominal) field of battle, it also stated that antithetic acculturation may result in polar interpretation on the meaning of whiteness. To provide a clearer picture, in Japan, fair skin is equal to wealth and amply instruction level (Deirde, et al., 2010). As in Thailand, the fair skin is always associated with the higher(prenominal)(prenominal) social status and wealth (Deirde, et al., 2010). As contrast to the white, black, in Indian culture symbolize as underprivileged flock and often relate to morose, dirty, wrong, hell, and etc (Arif, 2004). On the contrary, Indian culture p diagnoses lighter skin tone as it associated with the bright side of the culture(Arif, 2004).White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of power (Arif, 2004). Moreover, fair skin is also presented as grave marriage in India. Overall, whiteness is an burning(prenominal) predictor for prese nting the compulsive image in the Indian nine (Arif, 2004).Desires for whiteness, under this chain of associations, is move Despite of the diverse cultural unlike in Asia region, they are keeping the common belief to have light skin. However, virtually of the academics, activists and sociologists reflect the selling of skin-lighteners as racism. (Sage, 2009 August, 2008 BBC News, 2003) In this look into study, not just now focus on the publicizing of women mag in Malaysia, but also focus on white em clay care product.2.2 Background there are whatever(prenominal) items will discuss in the session of background which included beauty products for women, the fairness is more craze, discrimination of slew, advertise in command for these products, gradeed advertizing and powder store relinquisher advertizings.2.2.1 Beauty products for womenPeoples needs and desires to be beautiful are suppositional to be identical all over the world. With the aid of beauty product , people fecal matter gain confidence and stand in front of bunch without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the appearance rather than otherwise more lasting criteria (Barthel 1988 3) and emphasizing on the decoration of the womanly figure of speechy, with the aids of the room and cosmetic products (Barthel 1988 8) Based on this reason, the latter product categories, the hair care, fragrance, and ain products are frequently utilise to enhance the attractiveness and the arc item of gender on the person. Moreover, beauty also refers to traditional make-up, which included lipstick, mascara and instituteation, as comfortably as contemporary make-up, much(prenominal)(prenominal) as tinted/flavored lip balm/ illusion (Pawlowski, 2007, p. 62).2.2.2 Fairness is more craze jibe to Bray (2002), there are almost half of 35 to 54 years of Asians apply skin care product with whitening function, s ome analysts have said it could be worth billions of dollars. In Asian countries, that has been a veer of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty (Bray, 2002). There is a Chinese idiom One whiteness mass cover trey kinds of ugliness (Leong, 2006 Eric, Hyun, Kimura, Russell, Bahl, 2008). In people perception, fair skin is always a symbol of elegance and nobility (Leong, 2006). White jade is often functiond as a metaphor to describe such fairness (Leong, 2006, p.167). The preferences for white of fair skin are common in the modern Asian market (Leong, 2006). In India, for type, a signifi corporationt part of many sunshine newspapers is dedicated to personal advertisements by men seeking fair- sputter brides (Leong, 2006, p. 168).2.2.3 Discrimination of peopleAlthough skin whitening product flock lighten people skin tone, it may in betokenly discriminate the races that have crepuscul arer skin tone. For instance, that is an argument in India due to the Fair and Lovely advertisement. The advertisement showed a young, macabre-skinned girls sire lamenting he had no son to provide for him, as his daughters compensation was not high enough the suggestion being that she could neither channel a better job or get married because of her dark skin. (BBC News, 2003). This advertisement 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 likely to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also stain the young generations mind (BBC News, 2003). According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over separate racialized groups, but also on manipul ating racial outsiders to fight against one another, to compete 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 these productsTelevision, radio station, internet, and even outdoors advertising are categorized as broadcast media. The different promotional tools will shift different benefits to the advertisers. overdue to this reasons, majority of global advertising adopting more than one type of advertising tool to promote their product.2.2.5 affect advertisementPrint advertising delimitate as the dissemination of advertising messages use visual, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement (Jade, nd). Under the strong competition with other broadcast media, such as television and radio, print advertisement still place an of import role to the advertiser. Compare with other broadcast media, p rint advertisement furnish to present more detailed info. 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 buoy help the lodge reach the specific cigaret contributors and customers.2.2.6 Magazine advertisementThrough magazine advertisement, the company can reach the certain target market in and educated the reader about the product knowledge in the unmindful 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 contend a vital role in shaping the form and limit of womens magazines. And, it has a clear and strong relationship amid advertising and womens magazines. Besides, magazines were intentional as forums for national advertisements aimed for women. According to Veronica (2010), there is no trait for change in the near future as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for marketer because it provides a forum for gender targeted advertising. Marketer can effectually deliver their message to the target audiences.According to McCracken (1993), womens magazines refer as a flop advertising median(a) 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 application that readers cod as an area of freedom, free choice and free beat (McCracken 1993) and the advertising within creates new wants and needs. The tilt from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is tardily changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000 30).2.3 Variable2.3.1 surface of the advertisementIn general, the options of th e sizing of the magazine sort into half page, one page, double page or more than deuce pages (Pu, Y,R, 2003). According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provides a clearer advertisement detail and advertiser more slowly to correct it. In the late(a) article, one of the look intoers, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more one-third reader than half page. (Print Ad Placement, 2011) Some of the marketer will prefer half page size of advertisement, if they faced the tight budget problem. In the other research study of shown the one page size of the advertisement are majority which is 85%. (L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), This may due to the price of advertising is reasonable and it is more easily to attract attention.2.3.2 advertisement layoutIn the study conducted by (Anna Peter, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and trade name name. Different of advertisement layout reflect the different characteristic of product. According to the study of Pu, N, R, (2003), the precedent found that two personal and cosmetic product present their advertisement with visual and copy layout. In general, visual get hold of as visual element and copy define as quarrel. This may due to the visual element in the advertisement can operate to the visualization and verbal element serve to the verbalization.2.3.3 Advertising copy elements advertizement 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, vaunting copy and body copy are the ii elements of copy sheet. (Anna Peter, 2006) As outlined by We lls 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 mottos. In general, headline is the words in the leading position of the advertisement and it also reflects as selling idea in the advertisement. (Anna, P Peter, W, 2006 Major elements of copy for copywriting, nd)Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of enhance the readability of the message, sub headlines normally presents in the new paragraphs with larger size and bold type. (Anna, P Peter, W, 2006) bole copy defines as the text with smaller 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, shit and company. To increase the probability to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better address the products attribute. (Advertising Strategy, nd)2.3.4 ColorColor is a powerful element which represent for brand identification, feature reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of falsify also more easily to catch the attention of the audience, provide realism, ease up moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), illusion advertisement had the higher answer rate and better recall probability when compare with the dull blank and white advertisement.In the other aspects, cloak can be classified to warm color tone, cool color tone and earth color tone. Red, orange and xanthous 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 modify always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the charac teristics of femininity, cultural interpretations or even emotional responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, while the color white slackly signifies purity and virginity. (Pawlowski, 2007) Pink is seen to be very feminine which can also be deemed as cozy while pastel 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 yield on the evaluative responses. (Rossiter and Percy (1978 1980) and Mitchell and Olson (1977 1981)2.3.6 LanguageToday, English is regarded as an international language. It acts as an central 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 main language. (Veronica, 2010)Although English is a universal language, but the advertiser of some countries, such as Taiwan, South Korean, and joined States still prefer their local 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 correspond to the social context. They are usually ignoring the local nuance, and translate directly from their maestro 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 prospect for each of the races. Hence, by targeting different group 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 issue different languages of magazines, they can better deliver the message to their reader by the languages that they are familiar to.2.3.7 Type of AppealGenerally, there are two type of orison which is rational supplicants and emotional magical spells. In advertising, rational appeals defined as the element used to motivate consumers through information and rational arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and subsequently 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 feelings 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 employ in different product types.According to 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 clash of mentation versus feeling appeal in print ads on various measures of advertising effectiveness. 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 stu dy, they concluded 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)According to a research conducted by McGuire (1969), he denied the effectiveness of emotional appeal in the advertisement after directly comparing the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal trounce of each other. The core idea behind 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 clothing. In addition, special group of products such as womens apparel, sweetness and cosmetic categories occupy large portion 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 separate 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) luxuriant products are primarily related to sensory attributes and concentrate on consumatory effective gratification whereas utilitarian products are mainly 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 intersection has certain degree of influence on the consumers decision making process . cream puff (2004) provided some evidence in study that Chinese consumer is willing to requital more on the western product, mainly because of the common belief to reflex response the prestige and social status. There is some opposite point of view from Nelson(2004). He stated that there is growing population who are financial support the local product and cultural identity.2.3.10 Whitening 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 rapidly 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 damage and protect the skin from ultraviolet light rays and long time movie under the sun. 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, 1998) 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 so customer can kills 2 birds with one stone with the multi-functional product.2.3.11 spirit level of sun tribute 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 vulnerability in two groups of young people. They concluded 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 doubtfulness in this research is on the basis of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups.2.3.12 Origin of copyModel can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), Caucasian, 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 exemplar. The underlying reason is the globally recognized beauty standard. According to Goon and Craven, the popularity of Caucasian and Eurasian nonpluss reflects the postcolonial anatomical 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 aggressively marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, arrant(a) and radiant images are representing the feminine ideal and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and sign 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 particular 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 mo re 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 philosophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005)2.3.13 Demographics of modelold age 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 young than their actual age. If the model of the advertisement is 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 analysis 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 endorsement is the growing trend in the magazine advertisement. A renown endorser is defined as any singular who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are strike to determine the element of credibleness and attractiveness to present their advertisement to public. (Kahle and Kahle 2006).Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes contagious 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 line intentions and brand loyalty among the laurels sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more af fected 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 theory, Mowen (1980) used it to formulate on the effectiveness of celebrity endorsement. The effectiveness of celebrity endorsement is more often than not 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 Real Beauty in Advertising Fab or Fad, appearance was the main subject. It usually used to refer the link between the usage of the particular product and the consequences after of using that product. According to the research, model likes to apply the heavy makeup, such as applied lipstick and particular perfume to become 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 modest, suggestive, part clad 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 e veryday dress which included pass shorts, but excluded short-shorts or underwear. Suggestive dress defined as partly exposed the upper body, such as unbuttoned blouses or brawn shirts. (Jaehee, J, Lee, Y, J, 2011 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 come along is more appeal to the male consumer, given 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 explicit and adapt with the high degre e nudity level in the advertisement. Even 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 judgment 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 lightness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as cracking to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated wit h sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher spousal status. According to the other research, the author found that prominent models were more likely prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less likely to be seen in the oeuvre than whites but more likely to be portrayed in void 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 disregarding 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 benefits related to skin lightening such as skin related (e.g. Increased 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 brown 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 human body as dress body, and the external appearance, such as hand, neck 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 o ften, 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 bod