The Research on Chinese Consumers’ Acceptance of Oversized Style Advertising

DOI

10.2991/978-2-494069-05-3_10How to use a DOI?

Keywords

Chinese consumers; Oversized style; Advertising

Abstract

Oversized is a fashion style that means one size larger than normal clothes. Oversized fashion culture contains complex political and social hierarchies. The main content of the survey is the cognition and understanding of the cultural background and connotation of oversized clothing among 16–35 years old. A total of 100 people completed the questionnaire. From the results of this questionnaire, the author can conclude that most people have a very high awareness of oversized fashion styles. However, from the end results, many respondents choose to buy plus size clothing simply because they follow suit. On the other hand, more people believe that among the ads for oversized clothing styles, none of the ads can be remembered after seeing it once. This proves that there is still a lot of room for improvement in the advertising of oversize clothes, and even this kind of advertising can influence more people’s desire to buy this fashionable style. The authors believe that the oversized fashion style needs to become a classic design, and merchants can let more young consumers get in touch with this fashion style through different and professional price forms; and make their favorite choices to appreciate the current advertising Novel development. To sum up, although the number of advertisements related to oversized clothing that can be seen is very small, the oversized fashion style is highly accepted, and advertisements of this style will definitely increase in the future.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiaqi Gao
AU  - Ziqi Liu
AU  - Shule Long
PY  - 2022
DA  - 2022/11/19
TI  - The Research on Chinese Consumers’ Acceptance of Oversized Style Advertising
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 68
EP  - 75
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_10
DO  - 10.2991/978-2-494069-05-3_10
ID  - Gao2022
ER  -