Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)

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Media Effects on High School and University Students’ Views on Popular Clothes

Authors
Xiaomeng Ling1, *, †, Liyu Yang2, †, Chun Zhan3, †, Jingxin Zhao4, †
1Chongqing NO.1 International Studies School, Chongqing, 401122, China
2Shanghai Shixi High School, Shanghai, 200040, China,
3Newcastle University, Media, Culture, Communication and cultural studies, School of Arts and Cultures, Newcastle Upon Tyne, NE1 7RU, the Unite Kingdom
4Beijing 21st century international school, Beijing, 100142, China
†

These authors contributed equally.

*Corresponding author. Email: guanghua.ren@gecacademy.cn
Corresponding Author
Xiaomeng Ling
Available Online 24 December 2021.
DOI
10.2991/assehr.k.211220.449How to use a DOI?
Keywords
popular brands; social media; psychological comparison; imitative behavior
Abstract

The theme of our research is the influence of popular logo on the behaviour of high school and college students. More and more high school and college students are attracted by popular brands, and it seems that popular logo becomes a fashion trend within those student communities. For this phenomenon, we consider that media plays an important role in this kind of consumer behaviour. In contemporary society, because of the rapid development of media, its influence needs to be taken seriously, especially on young people, which contributes to understand and change the consumer psychology of those people. In order to obtain relevant data for our research, we use a questionnaire with 15 individual questions. The answers to the questionnaire are used to analyse the correlation between the research question we proposed and the respondents’ perspectives. Overall, we investigate respondents’ opinions from three aspects, consumption idea, influence factor, and views on actions. In conclusion, the answers to the questionnaire and our analysis suggest that popular logos have an irreplaceable and unique domain in the clothing market nowadays. Meanwhile, social media greatly promote the popularity of those brands. It can be seen from the influence of external packing, spokesperson and indirect advertisement on these students’ choices of popular brands. Besides, most young people pursuit those clothes mainly because popular logos fit their preferences and they are generally rational for the consume on popular logos. In the era of media, it is significant to realize the media effect and shape the correct consumption values of high school and college students on these popular brands.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2021
ISBN
978-94-6239-495-7
ISSN
2352-5398
DOI
10.2991/assehr.k.211220.449How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaomeng Ling
AU  - Liyu Yang
AU  - Chun Zhan
AU  - Jingxin Zhao
PY  - 2021
DA  - 2021/12/24
TI  - Media Effects on High School and University Students’ Views on Popular Clothes
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 2601
EP  - 2606
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.449
DO  - 10.2991/assehr.k.211220.449
ID  - Ling2021
ER  -