Marketing Images of Marriage Rituals: A Cross-Cultural Analysis of Wedding Magazine Advertising

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Intercultural Communication Interactive Poster Session

Abstract

In the age of globalization, the growing interconnections between local cultures are shaping new pattern in those cultures. Through content analysis of wedding magazine advertisements in China, Hong Kong and United States, this study attempts to understand the ongoing interaction between Chinese and Western cultures in this so-called era of globalization. The findings suggest that Western wedding practices and styles, on one hand, are still a dominant cultural force in China and Hong Kong, and counter-flows are seldom seen. This is consistent with the arguments that cultural hegemony reduces cultural diversity. Wedding practices in these two societies have been commercialized and Westernized. On the other hand, culture does play a role in selling ritual goods. The variations of product categories, beauty types, language, gown style and color, and the race and gender of models were statistically significant across the three societies.

Author

• Wai Han Lo, Hong Kong Baptist University