CONSUMO LOGO EXISTO: A relação entre a publicidade e a moda

Abstract

It is a fact that consumption patterns have changed radically over the years, and advertising is a factor that is closely linked and influential in this regard. Today, one of the primary consumer markets is the fashion industry, where trends and novelties emerge constantly, causing a desire for the new to prevail, and consumers often make misguided and unnecessary purchases. What many do not realize is the negative impact this factor has had on the environment and society as a whole.

With this in mind, this article was developed based on the following objectives: to understand how advertising mechanisms influence consumer buying behavior, to perceive fashion as art and a form of expression, and to discuss circular fashion and its benefits for the environment and society. To address these issues, the methodology used was literature research. Through the literature study and the production of the documentary video, it can be concluded that advertising has a significant direct influence on fashion, whether in the dissemination of trends, a sense of identity, unchecked consumption, and the emergence of new ways to consume fashion.