A HISTORY OF ADVERTISING AND CONSUMPTION IN CHINA

A Close Look at Elle

Barbara Jiang

ABSTRACT


During the decades after the Cultural Revolution, consumption in China has experienced tremendous growth. Today, China's luxury consumption accounts for 25% of the world's total. At the same time, advertisements in China's women's lifestyle magazines have exploded. In recent years, the two most popular women’s lifestyle magazines, Elle and Cosmopolitan, began releasing two different issues each month to accommodate the high demand for advertising space. Entering into the Chinese market in 1988, Elle magazine was the first multi-national publication to commence printing issues in China after the Cultural Revolution. In this study, my research was focused on how the changing social environment in China was reflected in consumption habits and gendered advertising practices.

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