Can We Establish Consumer Cultural Positioning Through Print Advertising in the Developing Markets? A Content Analysis of Advertising in Chinese Women’s Magazines

This paper conducts a content analysis of a total of 480 advertisements from three popular Chinese women’s magazines—Rayli, Fashion Cosmo, and Bazaar—to assess the Consumer Cultural Positioning (CCP) of the ads. The results show that Global CCP is more commonly utilized for brand positioning strategies than Foreign CCP or Local CCP. Five elements of the advertisements—the language used for brand name, the pronunciation of brand name, the intended meaning rooted in original foreign country for brand name, the product’s appearance of either utilitarian or symbolic, * Doctoral Student, Sejong University ([email protected]) ** Associate Professor, Sejong University ([email protected]) *** Corresponding Author, Professor, Sejong University ([email protected]) **** Professor, Bradley University ([email protected]) 156 Seoul Journal of Business and a modern or westernized advertising appeal for brand positioning—are found to be indeed differentially related to GCCP and FCCP compared to LCCP.