4-B: Beyond Lei Feng! Global Fashion Brands and Modern Girl Archetypes in Emerging Chinese Market

This paper examines the role of global fashion brands in the construction of “modern girl” archetypes in China. Through a semiotic analysis of printed advertisements published in popular fashion magazines, we identified four “modern girl” archetypes and presented the dialogical relationship between brand-created imageries and local cultural imagination.


Eric Li, Xin Zhao, Fiona Li, Magnum Lam, and Wing-sun Liu (2017) ,"4-B: Beyond Lei Feng! Global Fashion Brands and Modern Girl Archetypes in Emerging Chinese Market", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1044-1044.


Eric Li, University of British Columbia, Canada
Xin Zhao, Lancaster University, UK
Fiona Li, Independent Researcher, China
Magnum Lam, Hong Kong Design Institute, Hong Kong
Wing-sun Liu, Hong Kong Polytechnic University, Hong Kong


NA - Advances in Consumer Research Volume 45 | 2017

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