Abstract：Since 1980s, obviously, fashion magazine advertisements in China have an enormous change both culturally and commercially. Fashion magazine advertisements came into being much earlier in the west than in China, so there is a big gap between China and western countries. Chinese fashion magazine advertisements fell behind. With the improvement of the quality of life, fashion magazine advertisements exert significant effects on female consumers. A foreign scholar named Veblen mentioned that people would consume once their demands for basic materials were satisfied. In this paper, the author will analyze the effects of “RUILI” and “FASHION” on female consumers. According to some present problems of fashion magazine advertising, some strategies are applied to fashion magazine advertisements. This paper mainly focuses on how to improve the fashion magazine advertisements so as to provide female consumers with good advice. Hence, they will be able to cultivate rational consumption behavior.

Key words: fashion magazine advertising; female consumers; effects; strategies

中文摘要：自二十世纪八十年代以来，时尚杂志广告已经成为引人注目的文化和发展的商业。时尚杂志广告在西方社会早有发展，中西时尚杂志广告有很大的差别，中国时尚杂志广告发展落后于西方国家。随着生活质量的提高，时尚杂志广告对女性消费者的影响越来越明显。国外学者维布伦提到消费者在满足基本物质后会继续消费。本文首先分析“瑞丽”，“时尚”对女性消费者的影响，根据女性消费状况以及存在的问题，然后给出策略，分析如何提高时尚杂志广告的质量，希望能给消费者提供一个理性的消费建议。

关键词：时尚杂志广告；女性消费者；影响；策略