Investigating the impact of international cosmetic advertising in China

Barnes, Bradley R., Kitchen, Philip J., Spickett-Jones, Graham and Qionglei, Yu (2004) Investigating the impact of international cosmetic advertising in China. International Journal of Advertising, 23 (3). pp. 361-387. ISSN 1759-3948

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Abstract

At the crossroads of old customs and modern thinking, Chinese women experience a mixture of traditional culture and modern-world tendencies. On the one hand, they obtain great pleasure from their new power to make decisions regarding their appearance and roles, while at the same time they experience great anxiety and a pressure to maintain the status quo. Research on the subject of Chinese women's perceptions of international advertising from a Chinese cultural context is somewhat scant . very little has been concluded. This paper reports on a research investigation designed to explore cosmetics advertising from the perspective of Chinese female consumers. Preliminary findings provide some potentially useful insights. These include a willingness among respondents to accept standardised cosmetics brand names, the discovery that television and magazines represent highly influential media channels, the significance of expert opinion in endorsing cosmetics, and the strength of boyfriend/ girlfriend and sister-to-sister relationships for enhancing advertising appeal.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User:	Anna Flack
Date Deposited:	21 Aug 2012 08:57
Last Modified:	09 Apr 2024 11:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/39368
DOI:	10.1080/02650487.2004.11072889

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