Off-campus SJSU users: To download campus access theses, please use the following link to log into our proxy server with your SJSU library user name and PIN.
Thesis - Campus Access Only
Master of Science (MS)
Journalism and Mass Communications
advertising, cosmetics, herbal, "India vs. United States", marketing, skin tone
Marketing; Mass communication; Pacific Rim studies
This study draws attention to the marketing strategies used to promote female cosmetic skin care products in the United States and India. It was conducted by researching advertisements from magazines in both countries. A content analysis of these advertisements revealed insight into color preferences, skin tone of models, types of cosmetic products, promotion of herbal ingredients in cosmetic products, and product description in the ads. The results of this study confirmed that there are differences in cosmetics' marketing in the two countries. Most of the differences were due to culture of both countries and their influence on consumer behavior, including the consumption of cosmetics.
Tripathi, Swati, "Cosmetic Product Marketing in India vs. the United States" (2012). Master's Theses. 4254.