Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil

Detalhes bibliográficos
Autor(a) principal: Souza, Teresa Campos Viana
Data de Publicação: 2021
Outros Autores: Ribeiro, Rita Aparecida da Conceição
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/18839
Resumo: 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.
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spelling Fashion, consumption and trends: how television and digital influencers instigate fashion in BrazilModa, consumo y tendencias: cómo la televisión y los influencers digitales instigan la moda en BrasilModa, consumo e tendências: como a televisão e os influenciadores digitais instigam a moda no BrasilModaconsumotendênciasfashionconsumptiontendenciesmodaconsumotendenciasThis 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.O presente artigo pretende discutir as relações entre a moda e a mídia e sua influência nas ações de consumo das pessoas. Tem como objetivo mostrar que as tendências de consumo são utilizadas pelas empresas para endossarem o processo de compra de algum produto. Tais tendências representam as inclinações dos consumidores e podem indicar as transformações vindouras no consumo dos produtos. A metodologia utilizada foi um estudo bibliográfico de como o desenvolvimento dos meios de comunicação, em particular a televisão, no Brasil e também uma análise de duas campanhas publicitárias com duas celebridades distintas a fim de entender como o endosso foi utilizado pela empresa. Foi percebido que utilizar celebridades ou influenciadores digitais é uma estratégia de marketing que se mostra eficaz quando se trata de apresentação ou venda de um produto, desde que tal celebridade apresente empatia e afinidade com o que é divulgado.Universidade do Estado de Santa Catarina2021-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1883910.5965/1982615x14332021108ModaPalavra e-periódico; Vol. 14 No. 33 (2021): Indústria Criativa e Moda; 108–131ModaPalavra e-periódico; Vol. 14 Núm. 33 (2021): Indústria Criativa e Moda; 108–131 Modapalavra e-periódico; v. 14 n. 33 (2021): Indústria Criativa e Moda; 108–1311982-615X10.5965/1982615x14332021reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/18839/13100Copyright (c) 2021 Teresa Campos Viana Souza, Rita Ribeirohttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessSouza, Teresa Campos VianaRibeiro, Rita Aparecida da Conceição2024-02-29T11:38:15Zoai::article/18839Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2024-02-29T11:38:15ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
Moda, consumo y tendencias: cómo la televisión y los influencers digitales instigan la moda en Brasil
Moda, consumo e tendências: como a televisão e os influenciadores digitais instigam a moda no Brasil
title Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
spellingShingle Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
Souza, Teresa Campos Viana
Moda
consumo
tendências
fashion
consumption
tendencies
moda
consumo
tendencias
title_short Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
title_full Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
title_fullStr Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
title_full_unstemmed Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
title_sort Fashion, consumption and trends: how television and digital influencers instigate fashion in Brazil
author Souza, Teresa Campos Viana
author_facet Souza, Teresa Campos Viana
Ribeiro, Rita Aparecida da Conceição
author_role author
author2 Ribeiro, Rita Aparecida da Conceição
author2_role author
dc.contributor.author.fl_str_mv Souza, Teresa Campos Viana
Ribeiro, Rita Aparecida da Conceição
dc.subject.por.fl_str_mv Moda
consumo
tendências
fashion
consumption
tendencies
moda
consumo
tendencias
topic Moda
consumo
tendências
fashion
consumption
tendencies
moda
consumo
tendencias
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/18839
10.5965/1982615x14332021108
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/18839
identifier_str_mv 10.5965/1982615x14332021108
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/18839/13100
dc.rights.driver.fl_str_mv Copyright (c) 2021 Teresa Campos Viana Souza, Rita Ribeiro
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Teresa Campos Viana Souza, Rita Ribeiro
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 14 No. 33 (2021): Indústria Criativa e Moda; 108–131
ModaPalavra e-periódico; Vol. 14 Núm. 33 (2021): Indústria Criativa e Moda; 108–131
Modapalavra e-periódico; v. 14 n. 33 (2021): Indústria Criativa e Moda; 108–131
1982-615X
10.5965/1982615x14332021
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
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reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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