Western Fashion Advertising in Mainland Urban China

This book addresses the idea of western fashion advertising and its implied effects on identity and values of young people in contemporary Mainland urban China. Through an in-depth analysis of current fashion magazines and outdoor advertising, survey of Chinese urban youth and personal interview of this group, this thesis relays the large scope and reach of western advertising in urban China as well as perceptions and responses to this form of advertising. Survey and interview of contemporary Chinese youth gives the picture that western fashion advertising has saturated this community and communicates the concepts of advertising as a site for cultural change. Self-image concerns are discussed with suggestions of ways to create more culture-specific advertising and marketing campaigns that meld with Chinese cultural values.

Autorentext

Dr. Lisa Scharoun holds a PhD in Visual Communications from the Queensland College of Art, Griffith University in Brisbane, Australia. She is currently an Assistant Professor and course convener of Graphic Design at the University of Canberra, Australia. Her research focus is on global graphic design strategy, emotions and value sets in design.