Feb 20
After researching two cases of advertising influencing values second-hand, I decided to start a first-hand study to see if Chinese consumers are influenced by advertising and therefore love luxury consumption.
However, I found that luxury and luxury consumption are perceived differently by different age and wealth groups, as well as being influenced by the social context of different countries. In recent years there has been an explosion of young luxury consumers in China, where ten years ago it was almost exclusively middle-aged people with stable jobs who bought luxury goods, so I decided to narrow down the audience to a younger demographic in China.
I chose to interview four young people in China for my interview. The interviews revealed that young people in China are exposed to luxury advertising from a single source. It is mainly from social media or related to entertainment activities that young people have (League of Legends) and very few young people seem to read fashion magazines.
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