Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the U.S.

Chingching Chang and Hairong Li

This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses to ads using these two types of portrayal.

Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the U.S.

Chingching Chang

National Cheng-chi University

Hairong Li

Michigan State University

Introduction

It is fashionable to be childlike in East Asia. Smiling, childlike models can easily be spotted in magazine ads and outdoor advertising. Models smile and appear girlish in a Japanese version of the teen magazine Seventeen,but are more defiant in the US version (Maynard & Taylor 1999). Maynard (2002) reasoned that, in the cult of cute culture, the Japanese are socialised to be fond of playful childlikeness....

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