A coming-out party for women: Empowerment through bridal photography

Chyong-Ling Lin1, Jin-Tsann Yeh2, Pei-Chen Lan3
1Department of Business Administration, Chung Yuan Christian University, People’s Republic of China
2Department of Commercial Design, Vanung University, Taiwan
3School of Business Management, Lunghwa University of Science and Technology, Taiwan
Cite this article:  Lin, C.-L., Yeh, J.-T., & Lan, P.-C. (2012). A coming-out party for women: Empowerment through bridal photography. Social Behavior and Personality: An international journal, 40(2), 339-352.

Volume 40 Issue 2 | e2490 | Published: February 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.2.339

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A wedding is a part of a series of ceremonies and image construction events designed to create the ideal. Bridal photographs no longer show newlyweds and their families in rigid poses. Diverse wedding costumes, modeling, and visual consumption aesthetics can overwhelm the newlyweds as they become the critical focal point in a strategy of product differentiation. Instead, personalized and entertaining visual consumption has become very popular. In this study the consumers of bridal photography and bridal salons are the target population; we probe the aesthetic values on which are based the evolution of traditional female stereotypes and male-female power structures. Results indicate that female role portrayal is based not only on standard social and cultural perspectives, but also on self-image. Women take the leading role in bridal photographs, signalling their independence in playing the bride role, but also showing the value of self-reward as a marketing tool. Consumption in modern bridal photography is based on self-image realization and the collectively shared culture of the new bride.
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