Seeing Double: A Content Analysis Of Beauty Portrayed In Chinese Fashion Magazine Advertisements

The purpose of this study is to examine the frequency which Chinese fashion magazine advertisements represent Asian models as having a palperbral fold in the upper eyelid, also known as a double eyelid. Using content analysis, this research explores the notions of advertising, westernization in China and cultural imperialism. This research also explores the recent popularity of the surgical procedure, blepharoplasty in China and its correlation to the media. The data collected in this sample indicates that there is a higher frequency of Asian models (88%) depicted with a palperbral fold in the magazine ads, compared to the actuality of less that 50% of Asians have the double eyelid feature. The conclusion that is drawn in this study is that the findings are significant and imply a correlation to further notions of the effect of Asian models with double eyelids in advertising to body esteem of Chinese men and women.