Papers by Chyong-Ling Lin
ACR North American Advances, 2006
appearance and to select the single photograph from each pile that best represented all of the ph... more appearance and to select the single photograph from each pile that best represented all of the photographs placed in that group. The participants were then asked to provide a word or short phrase of their own that best described the type of look depicted by each group of photos. Finally, each exemplar was rated in terms of overall attractiveness and a list of adjective descriptors (e.g., handsome, attractive, powerful) using a 5-point scale ranging from low (1) to high (5). Results Five distinctive clusters emerged from multidimensional scaling analysis. Classic/ Elegant: This category portrayed male models who were elegantly dressed, very well groomed, and with serious facial expressions. These images were rated high on descriptors such as sophisticated, intellectual, classy, confident and intellectual. European/Fashion Forward: This cluster of images was described as stylish and bold in their commitment to make a fashion statement. The reference to Europe may indicate that the models were considered less typically American-as though coming from the old continent of high fashion and extravagance. The images rated high on sophistication, mysteriousness, and intelligence. Trendy/Casual: These images scored high on descriptors such as athletic, healthy, casual, outgoing, and rugged. This look was perceived as youthful and highly attractive. Guy Next Door/Athletic: The guy next door appears to be the antithesis to the Classical/Elegant Look. These male images ranked high on friendliness, strength, and masculinity. On average, the models were perceived as attractive, but somewhat ordinary and regular. Macho/Masculine/Sporty: Participants described this group as macho, strong, outdoorsy, healthy, yet more stylish than the Guy Next Door. The models in this group were closely linked to sex appeal, power, good health and an outdoor lifestyle. Implications for Future Research The results of this analysis suggest that consumers tend to categorize idealized print images of men in terms of types of attractiveness that emphasize lifestyle characteristics. As such, men may compare dimensions other than overall physical attractiveness with that of the models depicted in advertising directed toward them. Further research is needed to better understand which comparison dimensions are most relevant in eliciting upward and downward comparisons for men and under what conditions. It may be particularly worthwhile to study the extent to which idealized male images negatively impact self-esteem for pre-adolescent and adolescent males.
Journal of Religion and Health, 2014
Medical consumption and media culture in Taiwan contain clear religious elements. It is common fo... more Medical consumption and media culture in Taiwan contain clear religious elements. It is common for people to believe that medicine is a supernatural treatment and to rely on thoughts of unseen power instead of rational consciousness. Religious-influenced patriarchy, seen in cultural gender roles, significantly influences religious adherents and degrades women as being part of a secondary class in society. As a contradictory tradition, women, in comparison to men, are considered best at undertaking certain jobs that require careful, detailed thought (such as nurses). Nursing and other occupations requiring a high degree of professionalism by women contradict the past religious-based concept of "ignorance is a woman's virtue." This study aims to probe female imagery in eastern and western Taiwan and explores whether religious culture and practice influences people's cognition of female nurses in advertising. The constructs are analyzed through structural equation modeling. Results reveal that religious followers do not necessarily trust female nurses more just because they are portrayed as professional medical specialists. Most consumers reflect this negative cognition through purchase intentions of products. For example, in comparing portrayals of attractiveness with portrayals of professionalism, attractiveness results in a better advertising effect. People with intrinsic or extrinsic religious orientation have gradually lowered their negative impressions of women; however, religious followers still more strongly insist on women's secondary position. Attractive female nurses are more likely judged as reliable, and this may be transferred to trust in their professional medical skills.
2010 IEEE International Conference on Management of Innovation & Technology, 2010
This study examines popular advertising and marketing aesthetics, a correlation between online ex... more This study examines popular advertising and marketing aesthetics, a correlation between online experience and click behavior, and the application of online advertisements' visual effects. To catch the attention of young browsers, the study finds the four most popular online advertising strategies for all consumers are respectively creativity, bright colors, discounts and gifts, and eye-catching on-screen locations. Animations, high frequency, creativity,
Social Behavior and Personality: an international journal, 2010
In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unif... more In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evol...
Quality & Quantity, 2011
The application of religious symbolism is important in the evolution of medical consumption. Chin... more The application of religious symbolism is important in the evolution of medical consumption. Chinese religious belief integrates concepts of Buddhism, Daoism, and Confucianism. People personify god and goddess' characters in religious stories which influence our ideal personality in reality. According to the Match-up Hypothesis in medical product advertising, female role portrayal in patriarchal society involves the blending of beautification ritual, utilizing the marketed product, with idealized female beauty into a package intended to provide the best possible match with the prevailing ideal. Due to the influence of traditional sex stereotypes in eastern or western societies, such female portrayals provide culturally reasonable advertisements of the value of products being displayed for visualization consumption. This ideology is part of the moral fabric of society and reveals a possible social collective consciousness. The authors adopt five dimensions of religious involvement (DRI-Ideology, Ritualistic, Experiential, Consequential, and Intellectual) to explain a process of portrayals visualization and discuss the template image orientation for presenting product information in the marketplace. This study proposes the female role visualization consumption (FRVC) model to identify different elements of female role evolution stemming from religious ideology.
Journal of Business Ethics, 2009
... Are there gender differences in the portrayal of physical attractiveness ... These magazines ... more ... Are there gender differences in the portrayal of physical attractiveness ... These magazines were chosen for comparison of cross-cultural symbols between domestic and foreign ... key purpose of this study was to explore feminine role portrayal in magazine advertisements, and thus ...
Social Behavior and Personality: an international journal, 2012
A wedding is a part of a series of ceremonies and image construction events designed to create th... more A wedding is a part of a series of ceremonies and image construction events designed to create the ideal. Bridal photographs no longer show newlyweds and their families in rigid poses. Diverse wedding costumes, modeling, and visual consumption aesthetics can overwhelm the newlyweds as they become the critical focal point in a strategy of product differentiation. Instead, personalized and entertaining visual consumption has become very popular. In this study the consumers of bridal photography and bridal salons are the target population; we probe the aesthetic values on which are based the evolution of traditional female stereotypes and male-female power structures. Results indicate that female role portrayal is based not only on standard social and cultural perspectives, but also on self-image. Women take the leading role in bridal photographs, signalling their independence in playing the bride role, but also showing the value of self-reward as a marketing tool. Consumption in moder...
Quality & Quantity, 2011
Many studies have sought to understand the functional impact of humor in advertising, psychology,... more Many studies have sought to understand the functional impact of humor in advertising, psychology, and communication. Doctors and other healthcare providers may use humor to treat mental health conditions and for easing stress. This is because humor acts as a tonic in reducing anxiety and resolving conflict. Because of similar benefits, humor is a suitable message medium in advertising. This research specifically examines the relationships among product types, female depictions and humor in its broad use in advertising. The objective is to identify compelling, contemporary and humorous female depictions in advertising. Further, it is to conceptualize how humor can be used to successfully classify a product as fitting into one of the four categories of the product color matrix. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.
Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering me... more Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy form...
Journal of Business Ethics, 2007
... This wave of the pursuit of beauty became a part of the contemporary belief system wherein an... more ... This wave of the pursuit of beauty became a part of the contemporary belief system wherein an aesthetic prophet or cultural gatekeeper, such as art directors, film makers, and advertisers, become the promulgaters of an ... Kang, M.-E.: 1997, 'The Portrayal of Women's Images in ...
Journal of Religion and Health, 2011
Studies indicate mental health improvement can occur via religious communities offering social su... more Studies indicate mental health improvement can occur via religious communities offering social support and other resources. Many people from many cultures regard medicine as a supernatural or magical treatment that can somehow lead to a better state of living. In medical advertising, female role portrayal involves the blending of beauty, ritual and attractiveness in combination with the best product image. A Chinese saying suggests that, ''A girl will doll herself up for him who loves her.'' Female role attraction is a very important ethical subject in gender issues. Moving forward in time, female role visualization and consumption in medical advertising reveal depictions that encouraged women to do some self-searching and find, or develop, inner strength. This study is designed to examine female role portrayals in a restricted patriarchal society. The results indicate that the ideology of motherhood is an accepted social orientation that the public readily identifies with. Results further indicate that beautification through medical products incorporates an emotional element of religious healing and that the objectification of beauty in the media reveals a possible neglect of women's internal beauty.
It has been mainstream playing for a long time to adopt female celebrities or endorsers in advert... more It has been mainstream playing for a long time to adopt female celebrities or endorsers in advertising to do products information promotion. However, the female depictions in ads were being narrowly defined to be subordinated to men, which would arouse protest from contemporary women. The study concentrated on feminist depictions in print ads that collected as data from three types of magazines, foreign women's magazine s (Chinese edition), domestic women's magazine s, and domestic management magazines, subscribed in Taiwan. The results showed that there were similar stereotypes of women: classical beauty and girl-next-door exposed highly in print ads of domestic magazine, which might contribute to conservative Confucianism belief. Women were expected to be "acceptable" gender -role behavior. However, trendy was a significant highly preference of contemporary feminist depiction in foreign women magazine, it might be considered as the increased educational level o...
Contributions to Economics, 2013
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Papers by Chyong-Ling Lin