feb25
In addition to the interviews, I also chose to put out some questionnaires to understand the perception of luxury and luxury consumption among the younger generation in China, mainly among the middle class 16-30 year olds.
Through the questionnaires I found that the maority of people's access to luxury goods was through social media. The results of this research made me realise that the advertising that is changing people's perceptions of consumption and convincing young people of the false prosperity created by luxury is not the official advertising of brands, but the "advertising" of social media influencers. These advertisements are not direct advertisements for the products, but rather for the daily life of the influencers, which is reflected in the pictures of luxury products.
Comments