Degree Name
Master of Science
Graduate Program
Mass Communication and Media Arts
Advisor
Spahr,Robert
Abstract
With the rapid development of the Chinese economy, enlargement of the wealthy class and improvement of capability to consume, more and more Chinese people are able to afford luxurious products rather than to advocate them. Therefore Chinese women magazines, especially upscale women magazines, are serving primarily as advertising vehicles for the national luxurious fashion brands, aiming at fascinating middle-class women to consume luxury products.The objective of this study was a deeper understanding of portrayal of women’s images in luxury fashion advertisements in Chinese women magazines. I chose upscale women magazines with high popularity and large circulation in China such as Vogue China, Elle China, Cosmopolitan China, Rayli Fashion and Beauty and Rayli Woman Custom because they attract to the client of luxury brands. Moreover, another crucial objective of my research was to serve as a case study of the general Chinese luxury market for my website www.luxurychang.com.