Chinese Urban Young Women's Preferences And Perceptions Toward International Cosmetic Magazine Advertising

Advertising is regarded as the most effective tool for multinationals to communicate with their target consumers. Further, understanding target consumers' perceptions and preferences can help advertisers implement advertising strategy more easily and effectively. However, as the implementation of China reform and openness policy in 1979, the society has a tendency toward modernisation and Westernisation, and Chinese urban young women become more opened, experienced, and affluent for shopping foreign goods and brands. This may generate some distinctive features and characteristics for their perceptions and attitudes toward advertising. Therefore, this research has reviewed four distinct topics based on international cosmetic advertising, i.e. international advertising strategy, celebrity endorsement, advertising content, and visual elements of print advertising. And through the in-depth interviews with six Chinese urban young ladies respectively, the author obtained plenty of detailed and descriptive information about informants' attitudes and perceptions toward advertising in terms of these four areas. These findings show that some advertising theories are still applicable and effective in modern China, while some theories need to be employed with caution in China market