Race, beauty type, and femininity in fashion advertising: Analysis of young Chinese female consumers’ responses

This study investigated young Chinese female consumers' responses to fashion advertising that features Eastern (local) and Western (global) fashion ideals. These ideals were operationalized into categories of race (East Asian versus Caucasian), beauty type ("Cute/Girl-next-door" versus "Sensual/Sex-kitten"), and femininity (submissive versus assertive). The results of two experiments (n1= 114, n2 = 208) revealed that, overall, young Chinese female consumers preferred advertising with Caucasian (versus East Asian), Cute/Girl-next-door (versus Sensual/Sex-kitten), and assertive (versus submissive) fashion models. Moreover, both Caucasian and East Asian models portrayed as Sensual/Sex-kitten types received more positive responses when posed as assertive rather than submissive. Caucasian models portrayed as Cute/Girl-next-door types received more positive responses when posed as assertive rather than submissive, whereas the opposite results were found for East Asian models. This study highlights managerial implications for cultural positioning strategies and implementation in fashion advertising that targets young Chinese female consumers.