The popularity of fashion magazines over the past few years has risen to new heights. It is highly important to understand the role these magazines play in different societies and cultures. The researchers of marketing, consumer behavior, trend analysis and trend forecasting consider culture or the differences and similarities in them to be a “clear given”. Culture is most often seen as something that stands in the way of complete globalization.
Over the past few years the Asian countries have changed their public policies surrounding media its ownership and stuffing. Taking advantage of this opportunity many international magazines like Elle, Vogue and Cosmopolitan have launched their local versions in these countries. These local versions have continuously faced difficulties and criticism from society be it racism, discrimination or nudity, although their international versions have been highly appreciated, thus indicating that cultural differences need to be explored for the successful launch of any brand.
Over the past few decades there has been a rapid growth of the global media in the area of woman’s fashion magazines. Local editions of Elle, Harpers Bazzar and Vogue are now being published in Asia. It holds that increase trade and improved communication are bringing about a mix of cultures and global unity. The internationalization of a magazine is not a new phenomenon although until quite recently the most popular woman’s magazines have been published locally. Harpers Bazaar, a U.S magazine launched itself in U.K. in 1929, Elle a European magazine began publishing its first edition in Japan in 1960’s while Vogue a U.S magazine entered the Indian market in the 21st century. However, the establishment of an included global media market only began in earnest in the late 1980’s and did not reach its full potential until the 1990’s.
Like all the other global media, magazines use many different strategies to cross limitations. But the main reasons for doing so are diffusion of home markets and to generate revenue by providing international consumer brands with advertising vehicles that reach into the expanding foreign markets. Markets with rising economic rates like Asia and Middle East have now become a target for westerns producers of beauty and fashion magazines.
Fashion Magazine Effects on Teen Agers:
A nation of young girls and boys can be taught that they may never look good enough, and surely not as beautiful as the large quantity of models that wrap themselves across the magazine advertisements. Appearance counts for a lot in society, perhaps mostly in the teenage crowd. Wearing clothes that are out of style or a hairstyle from last year will quickly lower one’s social standing. In contrast, a fashion statement in society allows for much more self expression; it is seen as desirable.
Some girls and boys see themselves as average looking, some think they fit the standards, of which they’d like to be, and some see themselves far from satisfactory, but you’d be hard pressed to find a girl and boy who think their looks are perfect. This is where magazines step in fashion. Getting judged crowd makes a rude comment about your shirt; chances are you’re going to believe what they said. Appearance counts for a lot in society, perhaps mostly in the teenage crowd. Teenage girls and boys create expectations for themselves by looking at magazine models .