The relationships between advertising, fashion, and consumption
An exploratory approach
Abstract
This study examines the dynamics of interaction between three fundamental pillars of contemporary society: advertising, fashion, and consumption. Adopting a theoretical and exploratory approach, it examines how these fields interrelate in shaping social meanings, consumption practices, and processes of identity construction. The study is based on the premise that fashion cannot be understood solely as an aesthetic or productive phenomenon, but rather as a communicative system closely linked to advertising strategies, which act as mediators in the generation of desire and the symbolic legitimisation of goods and lifestyles. In turn, consumption is approached as a socio-cultural practice that transcends material acquisition, constituting a mechanism for the expression of identity and social belonging. The methodology employed is based on a critical review of specialist literature using the PRISMA protocol, which has enabled the identification of the main relationships between the three concepts. Among the most relevant findings is the growing hybridisation between advertising content and fashion discourse, as well as the intensification of experiential and aspirational consumption strategies. The conclusions highlight that the relationship between advertising, fashion, and consumption forms a complex symbolic ecosystem, within which cultural narratives are produced and reproduced that directly influence contemporary social practices.
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