Advertising and Lifestyle: A Brief History of Contemporary Chinese Advertising and Lifestyle Transition

Abstract

Advertising is not only a mirror reflecting social and cultural trends, but also capable of shaping society [1]. In China, transitional advertising industry has been undergoing numerous changes with social ideology, globalization, cultural value transformation, lifestyle and attitudes of consumers. This paper examined how advertising has developed in China since 1978, the year of the Open and Reform Policy; how products and brands were promoted, and the transition of lifestyles during different periods, which will help researchers and advertisers to reflect on the advertising issues and understand the prevailing trends of advertising in emerging markets.