On the Contemporary Cognition of Qipao’ Design

Abstract:

This paper analyzes the contemporary cognition of Qipao’ design in the context of a Qipao exhibition. Social psychology methods, EXCEL and SPSS are used in the experiment, including questionnaires and interviewing. The data analysis shows six mainly cognitions of Qipao: 1) more than 70% participants loved Qipao, but over 80% of them never wore it; 2) nearly all the participants cared of Qipao’s design when they purchased it; 3) Chinese women didn’t wear Qipao because it was too Chinese and the practicability was too weak; 4) more than 70% participants knew Qipao’s typical design elements; 5) the side slits was the most beautiful elements, and the participants wanted it be used on their daily clothes; 6) red was the most common color of Qipao. It also gives corresponding reasons for the cognitions.

• Periodical: Advanced Materials Research (Volume 1048)
• Pages: 201-206
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.1048.201
• Online since: October 2014
• Authors: Lan Lan Yan, Xiang Yang Bian*, Ming Yang Feng
• Keywords: Cognition, Design Elements, Qipao

References

[1] Lianxiang Sha. Social Psychology (China Renmin University Press, Beijing, 2006), In Chinese.

[2] Xiangyang Bian: Journal of Donghua University(Eng. Ed. ) Vol. 20 (2003), p.21.

[3] Marilyn Delong, Juanjuan Wu and Mingxin Bao: Journal of Fashion Marketing and Management. Vol. 9 (2005), pp.166-179.

[4] Susan B. Kaiser. The Social Psychology of Clothing(Second Edition Revised)(Fairchild Publications, New York, 1997).

[5] Guangyan Tang. Qipao(Chengdu Times Press, Chengdu, 2009). In Chinese.