Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore
Stella C. Chia
City University of Hong Kong
Yuen Ting Chay, Poh Kwan Cheong, Wai Yin Cheong and Sok Kuan Lee
Nanyang Technological University
Introduction
Women’s obsession with fair skin has been documented across many cultures. European ladies are known to have lightened their skin since the 16th century, while upper-class Egyptian, Greek and Roman women used a recipe consisting of mercury and lead compounds to reassert their aristocratic upbringing (Goon...