Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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Brand Communication and Cultural Acceptance

A Case Study Based on Denim Jacket

Authors
Ruite Wang1, *
1Northeastern University, Boston, USA
*Corresponding author. Email: wang.ruit@northeastern.edu
Corresponding Author
Ruite Wang
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_68How to use a DOI?
Keywords
Denim Jacket; Cultural Acceptance; Case Study
Abstract

Cowboy clothing is one of the most common and popular clothing elements in the world. It is widely loved by people because of its advantages in price, design and use. This paper mainly takes denim jacket as a case study to explore the cultural communication and cultural acceptance of clothing brands. Cowboy has experienced a special development process. This paper combs the development of traditional cowboy jacket, especially focusing on the social movements related to clothing. Through questionnaires and case interviews, this paper focuses on the cultural acceptance and evaluation of denim jackets by contemporary young people. This study found that the cultural acceptance of denim jacket has become a very common phenomenon. People expect more localization and innovative design of denim jacket, and the production technology of denim jacket still needs to be improved. This paper will be beneficial to provide a new case for the cross-cultural acceptance of clothing.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_68How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ruite Wang
PY  - 2022
DA  - 2022/11/19
TI  - Brand Communication and Cultural Acceptance
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 552
EP  - 558
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_68
DO  - 10.2991/978-2-494069-05-3_68
ID  - Wang2022
ER  -