Descrição
This article aims to discuss the relationship between fashion and the media and their influence on people's consumption actions. It aims to show that consumption trends are used by companies to endorse the process of buying a product. Such trends represent the inclinations of consumers and may indicate future changes in the consumption of products. The methodology used was a bibliographic study of how the development of the media, particularly television, in Brazil and also an analysis of two advertising campaigns with two different celebrities in order to understand how the endorsement was used by the company. It was realized that using celebrities or digital influencers is a marketing strategy that is effective when it comes to presenting or selling a product, as long as that celebrity has empathy and affinity with what is disclosed.||Este artículo tiene como objetivo discutir la relación entre la moda y los medios de comunicación y su influencia en las acciones de consumo de las personas. Su objetivo es mostrar que las empresas utilizan las tendencias de consumo para respaldar el proceso de compra de un producto. Estas tendencias representan las inclinaciones de los consumidores y pueden indicar cambios futuros en el consumo de productos. La metodología utilizada fue un estudio bibliográfico de cómo el desarrollo de los medios de comunicación, particularmente la televisión, en Brasil y también un análisis de dos campañas publicitarias con dos celebridades diferentes con el fin de comprender cómo fue utilizado el respaldo por parte de la empresa. Se percató que usar celebridades o influencers digitales es una estrategia de marketing que resulta efectiva a la hora de presentar o vender un producto, siempre y cuando esa celebridad tenga empatía y afinidad con lo que se divulga.||This article aims to discuss the relationship between fashion and the media and their influence on people's consumption actions. It aims to show that consumption trends are used by companies to endorse the process of buying a product. Such trends represent the inclinations of consumers and may indicate future changes in the consumption of products. The methodology used was a bibliographic study of how the development of the media, particularly television, in Brazil and also an analysis of two advertising campaigns with two different celebrities in order to understand how the endorsement was used by the company. It was realized that using celebrities or digital influencers is a marketing strategy that is effective when it comes to presenting or selling a product, as long as that celebrity has empathy and affinity with what is disclosed.
