PAGEiiAbstractSince1980s,obviously,fashionmagazineadvertisementsinChinahaveanenormouschangebothculturallyandcommercially.FashionmagazineadvertisementscameintobeingmuchearlierinthewestthaninChina,sothereisabiggapbetweenChinaandwesterncountries.Chinesefashionmagazineadvertisementsfellbehind.Withtheimprovementofthequalityoflife,fashionmagazineadvertisementsexertsignificanteffectsonfemaleconsumers.AforeignscholarnamedVeblenmentionedthatpeoplewouldconsumeoncetheirdemandsforbasicmaterialsweresatisfied.Inthispaper,theauthorwillanalyzetheeffectsof“RUILI”and“FASHION”onfemaleconsumers.Accordingtosomepresentproblemsoffashionmagazineadvertising,somestrategiesareappliedtofashionmagazineadvertisements.Thispapermainlyfocusesonhowtoimprovethefashionmagazineadvertisementssoastoprovidefemaleconsumerswithgoodadvice.Hence,theywillbeabletocultivaterationalconsumptionbehavior.Keywords:fashionmagazineadvertising;femaleconsumers;effects;strategies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ContentsAbstract………………………………………………………………………………………...…i摘要................................................................................................................................................iiTOC\o"1-3"\h\z\uHYPERLINK\l"_Toc289891260"1.Introduction1HYPERLINK\l"_Toc289891261"1.1ResearchBackground1HYPERLINK\l"_Toc289891262"1.2IntroductionofFashionMagazineAdvertisementsPAGEREF_Toc289891262\h1HYPERLINK\l"_Toc289891263"1.3TheSignificanceofResearchPAGEREF_Toc289891263\h2HYPERLINK\l"_Toc289891264"2.LiteratureReviewPAGEREF_Toc289891264\h4HYPERLINK\l"_Toc289891265"2.1DomesticResearchConditionsPAGEREF_Toc289891265\h4HYPERLINK\l"_Toc289891266"2.2ForeignResearchConditionsPAGEREF_Toc289891266\h4HYPERLINK\l"_Toc289891267"