Western and asian models in japanese fashion magazine ads: The relationship with brand origins and international versus domestic magazines

Mariko Morimoto, Susan Chang

Research output: Contribution to journalArticle

15 Citations (Scopus)


This study used the method of content analysis to investigate the use of models (or endorsers) from different racial/ethnic backgrounds in Japanese print advertising to enhance our knowledge about model selections in Japanese fashion advertising. Particularly, the relationships among portrayals of Western/Asian models in ads, advertisers' origin (foreign or domestic), and the magazine title (Japanese or Japanese editions of global fashion magazines) were closely examined. The results suggest that the use of Western models was prominent in ads carried in both Japanese and global magazines, and there was a match between the advertisers' origin (foreign or Japanese) and the model's race in the ads. Also, the match between the publication's origin (global or Japanese) and the model's race in the ads existed. Western models tended to be featured in ads for beauty products, clothing, and accessories, while more Asian models were used in ads for health aids, automobiles, and travel.

Original languageEnglish
Pages (from-to)173-187
Number of pages15
JournalJournal of International Consumer Marketing
Issue number3
Publication statusPublished - 2009 Jul 1



  • Content analysis
  • Fashion magazine advertising in Japan
  • Media selection
  • Standardized advertising

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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