Investigating the impact of international cosmetics advertising in China

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.

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