Analysis Of The Localization Strategy In China International Women's Fashion Magazine

According to China's current publication policy, international women's fashion magazines mostly enter Mainland China via copyright cooperation. This kind of magazines is dominating a region in the Chinese women's magazine market. In the process of copyright cooperation, localization is a slogan boasted of by these magazines. An overview of the recent research situation of these magazines'localization strategy shows that many papers only skim over the surface, which neither compare critically of editions nor take the different national conditions into account. In order to find the contents and characteristics of localization strategy adopted by these magazines, this paper takes Trends & Cosmopolitan Magazine as an example, which is a good model of them. By comparing the contents, advertisements, and the core concepts between the America edition of COSMOPOLITAN and that of the Chinese edition, this paper finds that the latter is not so independent in the process of localization. Being controlled by international advertisements and the America edition, Trends & Cosmopolitan Magazine's localization strategy presences the characteristic of half-declining and half-accepting. The contents of Trends & Cosmopolitan Magazine are multiuniversity, which is caused by the characteristic of half-declining and half-accepting. Because of swinging between the consumer culture and feminism, Trends & Cosmopolitan Magazine's personality is not so distinguishable. The criticism aiming to international women's fashion magazines in China is focused on two problems: one is their propagation for consumer culture, the other is their homogenization. This paper seeks to infer the origin of these two problems by analysis of the localization strategy adopted by Trends & Cosmopolitan Magazine and the driving force of entering Mainland China within international women's fashion magazines. The basic reason of homogenization among these magazines is that they are carrying the special mission of popularizing global consumer culture, which helps the magnates of fashion industry to promote the advertising globalization.