ASAN 326: Advertising, Beauty, and Desire in East Asian Advertising
Exploring what influences buying in three major East Asian markets…
About the Instructor
Dr. Patrick Patterson have been teaching this course for five years. Dr. Patterson specializes in early 20th century Japanese popular music and transnational advertising culture.
For inquiries: call (808)845-9417 or email ppatters@hawaii.edu
Summer 1 (Online)
This course covers the ways in which advertising is used to appeal to cultural and transnational ideals of beauty and desire in East Asian Advertising. Students study aesthetics and sales strategies based on East Asian standards of beauty and culturally-specific desires, with a focus on trying to understand the aesthetic, emotional, and financial reasons people in Japan, S. Korea, and China buy products, and how advertisers tap into that.
Advertising is a growing and changing field that is perceived differently in all three of these major East Asian markets. Understanding what makes people in these markets buy, what values and ideals they share, and what are specific to each culture is critical to understanding the history, current culture, and business culture of all three.
Fulfills general education requirement: DH, WI
Updated 12/11/2024