The logos in the statement of David Ogilvy, “Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on”, supports logic that people are more likely to purchase the Cheongsam if they see the value of it, and knowing that it is the standard of being “cool” (7). They consider Cheongsam as something that must being worn in formal places where often show the royalty of the individuals. In modern Shanghai, Cheongsam is similar to the idea of the “red leather jacket” in the movie, Rebel Without a Cause. Through the ethos, James Dean represents a sense of rebel cool with his “red leather jacket”, and in a similar idea, the Cheongsam is a representation of the Chinese culture and aesthetic. Celebrities play the ethos role of Cheongsam. For instance, “Actress Maggie Cheung 's 23 cheongsams in director Wong Kar-wai 's In the Mood for Love sometimes drew viewers ' attention from her acting to her wardrobe” shows the reputation of the Cheongsam (Chinadaily). The movie was published in the 1960s in Hong Kong. Through ethos appeal, people found Cheongsam to be cool in term of different style that involves western design or style. Cheongsam in the modern society does not only have the style of the 1920s and 1950s but also being updated each year that includes western fashion, which makes it to stay as “cool” as the only traditional garment that is still being worn in Shanghai and Hong
The logos in the statement of David Ogilvy, “Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on”, supports logic that people are more likely to purchase the Cheongsam if they see the value of it, and knowing that it is the standard of being “cool” (7). They consider Cheongsam as something that must being worn in formal places where often show the royalty of the individuals. In modern Shanghai, Cheongsam is similar to the idea of the “red leather jacket” in the movie, Rebel Without a Cause. Through the ethos, James Dean represents a sense of rebel cool with his “red leather jacket”, and in a similar idea, the Cheongsam is a representation of the Chinese culture and aesthetic. Celebrities play the ethos role of Cheongsam. For instance, “Actress Maggie Cheung 's 23 cheongsams in director Wong Kar-wai 's In the Mood for Love sometimes drew viewers ' attention from her acting to her wardrobe” shows the reputation of the Cheongsam (Chinadaily). The movie was published in the 1960s in Hong Kong. Through ethos appeal, people found Cheongsam to be cool in term of different style that involves western design or style. Cheongsam in the modern society does not only have the style of the 1920s and 1950s but also being updated each year that includes western fashion, which makes it to stay as “cool” as the only traditional garment that is still being worn in Shanghai and Hong