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Exploring Cosmetics Advertising in Southern China: A Comparative Investigation of Hong Kong and Shenzhen

Barnes, Bradley R., Siu, n.y.n., Yu, Q., Chan, s.s.y. (2015) Exploring Cosmetics Advertising in Southern China: A Comparative Investigation of Hong Kong and Shenzhen. International Journal of Advertising, 28 (2). pp. 369-393. ISSN 0265-0487. (doi:10.2501/S0265048709200606) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
https://doi.org/10.2501/S0265048709200606

Abstract

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen. Despite a tendency to retain certain traditional values, we find that Chinese women in these cities have increased their status and independence, and are inspired by western brands, music and images. We discover some significant differences between these markets, which suggest that some adaptations may be required in terms of advertising appeal, model selection and media focus, when designing advertising campaigns that will influence the consumer groups in these cities.

Item Type: Article
DOI/Identification number: 10.2501/S0265048709200606
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Qionglei Yu
Date Deposited: 11 Jul 2018 13:01 UTC
Last Modified: 29 May 2019 20:43 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/67589 (The current URI for this page, for reference purposes)
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