visual consumption, physical attractiveness, beauty, idealized image,

feminist depiction, female role portrayal, stereotype, gender-role behavior,

In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.

Medical consumption and media culture in Taiwan contain clear religious elements. It is common for people to believe that medicine is a supernatural treatment and to rely on thoughts of unseen power instead of rational consciousness. Religious-influenced patriarchy, seen in cultural gender roles, significantly influences religious adherents and degrades women as being part of a secondary class in society. As a contradictory tradition, women, in comparison to men, are considered best at undertaking certain jobs that require careful, detailed thought (such as nurses). Nursing and other occupations requiring a high degree of professionalism by women contradict the past religious-based concept of "ignorance is a woman's virtue." This study aims to probe female imagery in eastern and western Taiwan and explores whether religious culture and practice influences people's cognition of female nurses in advertising. The constructs are analyzed through structural equation modeling. Results reveal that religious followers do not necessarily trust female nurses more just because they are portrayed as professional medical specialists. Most consumers reflect this negative cognition through purchase intentions of products. For example, in comparing portrayals of attractiveness with portrayals of professionalism, attractiveness results in a better advertising effect. People with intrinsic or extrinsic religious orientation have gradually lowered their negative impressions of women; however, religious followers still more strongly insist on women's secondary position. Attractive female nurses are more likely judged as reliable, and this may be transferred to trust in their professional medical skills.

Studies indicate mental health improvement can occur via religious communities offering social support and other resources. Many people from many cultures regard medicine as a supernatural or magical treatment that can somehow lead to a better state of living. In medical advertising, female role portrayal involves the blending of beauty, ritual and attractiveness in combination with the best product image. A Chinese saying suggests that, "A girl will doll herself up for him who loves her." Female role attraction is a very important ethical subject in gender issues. Moving forward in time, female role visualization and consumption in medical advertising reveal depictions that encouraged women to do some self-searching and find, or develop, inner strength. This study is designed to examine female role portrayals in a restricted patriarchal society. The results indicate that the ideology of motherhood is an accepted social orientation that the public readily identifies with. Results further indicate that beautification through medical products incorporates an emotional element of religious healing and that the objectification of beauty in the media reveals a possible neglect of women's internal beauty.