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Image subjectivities

Jerry Clode
Jim Poppelwell

Abstract

China’s youth engage in unique forms of image creation and image manipulation to express themselves to their peers, family and wider society. An increasing number of marketers are providing Chinese youth consumers with forums and opportunities to create image identities with the aim of increasing brand communication and intimacy with this elusive group.

The paper argues that market research practice has not sufficiently kept pace with these developments. Currently there is a need for research methodologies that utilize Chinese youth consumer’s proclivity to use of digital imagery to express their identity so as to better understand their relationship with brands.

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Jerry Clode

Jerry Clode is a Senior Research Consultant at Anovax Marketing and Research Consultants, Shanghai, China. Before entering market research he was an academic based at the Royal Melbourne Institute of Technology specializing in Asian popular culture and Chinese media reform.

Jerry currently assists Anovax clients to understand consumers and brand intimacy in the areas of technology adoption, youth and lifestyle change - much of his recent work has been focused on China’s emerging 2nd and 3rd tier cities.

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Jim Poppelwell

Jim Poppelwell is Research Director at Anovax Marketing and Research Consultants, Shanghai, China. Having completed a degree majoring in Asian Studies and Mandarin Chinese, Jim began his marketing career in Taiwan in 2000.

Since joining Anovax in 2003 he has participated in projects across a wide range of industries with a special focus on the changing dynamics of Chinese consumers in the areas of youth, media and nutrition.

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