ABSTRACT
“Whiteness” or having white skin is considered an important
element in constructing female beauty in Asian cultures. A dramatic
growth of skin whitening and lightening products has occurred
in Asian markets. Contemporary meanings of whiteness are
influenced by Western ideologies as well as traditional Asian
values and beliefs. In this study, we analyze print advertisements for
skin whitening and lightening products in four Asian societies—
India, Hong Kong, Japan and Korea. We compare the verbal
messages and visual images for both global brands and local brands
and across countries. We find that whiteness in these Asian cultures
is both empowering and dis empowering as well as both global and
local in character.