The Analysis Of Fashion Elements & Consumer Groups In Consumerism Society Through The 《Fashion.COSMO》 Magazine

Since 1993, after ten years prosperous development, 《Fashion. COSMO》 has expanded into a series of magazines on the basis of "fashion" , including 《 Fashion. COSMOPOLITAN 》 , 《 China Model Clothes. BAZAAR 》 , 《 Fashion. ESQUIRE 》 , 《 Jiaodian. CosmoGIRL! 》, 《 Cosmo Health 》 (gentleman/lady) and so on. Statistics shows that 《COSMO》 is now the leading magazine at the magazine distribution quantity, reading ratio and the advertising amount. And its advertising customers cover almost all the profitable and generous industries(such as model clothes, jewelry and expensive-cosmetics). Its readers are the most powerful and active consumers. Therefore, both its customers and readers are the leaders as well as the most loyal participators of modern business and consumerism culture. From this point of view, 《COSMO》 is a real successful consumption magazine advocating business and consumption, which is playing a crucial important role in the process of introducing international fashion trend and help the growth of local fashion industry!However, in China the appearance and prosperity of 《Fashion. COSMO》 and fashion just take place in recent twenty years, the period China has seen the high speed development. Thus, the prosperity of them must contain some profound social and cultural meaning. Therefore, my purpose to write this thesis is as follows:Try to disclose how the magazine' s orientation and contents meet the needs of the consumerism society and certain consumption group and how its advocating life style affects other groups by objectively analyzing the fashion elements in the 《Fashion. COSMO》 and the experiences readers have when reading the magazine, which together with the fashion itself become the incentives of the production expansion of the consumerism society. Moreover, the author also hope to provide some new perspective for the current local magazine industry and for the operation of our media industry through this study.The thesis can be divided into three major parts.The first part deals with some background data of 《Fashion. COSMO》, making a brief introduction of its prosperous development.The second part discloses the fashion elements of consumerism society mainly through the analyzing of the 《Fashion. COSMO》. This part starts with fact that historically the existence of fashion come together with the prosperity of capitalism .during which capitalists accumulated rich fortune and then asked for more reform and more rights. With such respect, since born , fashion is an expression of democracy and freedom . By 19th century, the new social class and the mass could buy their desired equality and happy life by means of fashion. Therefore, fashion is not only a kind of art, but a symbol of social status, but an exhibition of some attitude.In this part, through the analyzing of aesthetic experience during the reading process explores one of the fashion elements of consumerism society: that is aesthetic experience exists everywhere now.Next, the author also declares that the inculcation of the body rebuilding is the embodiment of body' s exchanging value in consumerism society. In other words , Fashion induces people continuously chasing youngs beautiful and slender body. This is another fashion element.The last chapter of this part takes the research further, explainingthe essence of fashion magazines and fashion : the incentives of production expansion in consumerism society.The last part analyzes the different consumer groups of current society from the 《Fashion. COSMO》 point of view.At the beginning, it explains that actually 《Fashion. COSMO》 is a kind of magazine which is heavily advocating a new class' s life style , i. e. the white collar' s life style. Its rictu elegant and fashion life style is what exactly the consumerism society has promised to us. What' s more, making use of the magazine and certain theories, it also makes more detailed analysis of such life style and its impact on other consumer groups. Trough this study, the author hope to make deeper understanding of f...