| Advertising relates to fashion extensively nowadays. It is a very significant means to utilize and crate fashion trend in advertising campaign. It is obviously that due to consumer's cognition and preference attitude toward the product and brand, and also the purchase behavior that managers and advertisers prefer to connect advertising with fashion. Therefore, the study of what lies in the integration of advertising and fashion, the exploration of how and what the adverting-fashion influences brand preference does make sense.This paper summarizes the researches of fashion, advertising-fashion and brand preference both from the view of foreign and domestic scholars'view. From the summary, I get the idea of the connotation of adverting-fashion, including its traits, expression, and the relationship between advertising and fashion. Since the advertising-fashion expresses differently in vary industry, this study takes the cellular industry for example, which finds that mobile product adverting-fashion influences consumers'preference from the aspect of brand traits'fashion, advertising expression's fashion and ideology's fashion.The conclusion of this study is that advertising connected with fashion based on the consumer's intend to find novelty and change, to acquire differentiation in the background of social recognition. Advertising-fashion appears as brand traits'fashion, advertising expression's fashion and ideology's fashion. As to mobile product industry, the advertising-fashion influences much on brand preference positively. Which fashion aspect influences most on brand preference of cellular advertising is the brand traits, then are the advertising expression and ideology implied in the advertisement.This study arranges the association of advertising and fashion systematically, analyzes the influence on brand preference of advertising-fashion in an exploratory way. It gives the practical value and the use for reference to both advertisers and marketing marketers. |
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