Fashion Sense: Chinese Women’S Response to Feminine Appeals in Transnational Advertising

Jie Fowler, Valdosta State University, USA
Aubrey Fowler III, Valdosta State University, USA
With changing social expectations, living standards, and global influences, Chinese women have developed an awareness of their femininity marked by consumption. We explore how women respond to female appeals in fashion ads in China, finding that they respond differently than American women do to the same type of appeals.
[ to cite ]:
Jie Fowler and Aubrey Fowler III (2012) ,"Fashion Sense: Chinese Women’S Response to Feminine Appeals in Transnational Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 883-884.