THE INFLUENCE OF ADVERTISING ON FASHION CONSUMPTION

The Influence of Advertising on Fashion Consumption

The Influence of Advertising on Fashion Consumption

Introduction

The consumer culture has affected consumer behaviour to a great extent and much of this change can be attributed to advertising. Advertising makes the most of the audio and visual images to appeal to the consumers developing a particular product or service. These stimuli differ but the ultimate goal of an advertisement is to have the product or service consumer. The same goes for

There is an irresistible attraction in consumerism. In today's world, consumption levels have gone up in order to cater to affluent modern lifestyles, and are far greater than those needed to address basic physiological requirements. The role of advertising in fashion consumption is vital since advertising is a medium through which a group of people or audience (readers, listeners or viewers) is encouraged to go for a commercial offering, although other kinds of advertising are also common, such as ideological as well as political. In an increasingly fashion conscious world, advertising plays a significant role, since awareness about different products and goods is essential if consumers are to buy them (Sen, 1993, 30-53). Therefore, fashion houses and leading brands focus a lot of their energies on advertisement of their products, in order to benefit from the far reaching effects of advertising in today's world. Advertising is reaching to the audience, in order to make any commercial offering, and as a result of the diverse means through which advertising is possible, large numbers of people could be reached at the same time, thereby increasing the chances of selling the product to the consumer.

Discussion

Ethics of Fashion Consumption

Consumers and fashion experts come together on an idea: fashion should not be sacrificed to ethics (Westra, Werhane, 1998, 85-116). In fashion Industry, an ethical Consumption would be realized when options are valued as more just, supportive and consumed in accordance with those values ??and not only in terms of personal gain. Since ethical consumption makes special emphasis on austerity as a value, as a conscious form of life. Unlike food, housing or transportation, fashion is often an irrational purchase, buying new clothes because while our closets are full. Behind this concept a there is a wave of responsibility that fashion does not create a greed and allure in the society to the extent that the class difference is obvious among the individuals.

Fashion Consumption Theory

Mary Douglas, while presenting the perspective of anthropologists, defined consuming to be informed by the values of a culture and society, collectively (Douglas and Isherwood, 1979). The habits of a society with regards to consumption are learned, passed on, ingrained and mainly habitual. Consumption was described by Vaughn and Hogg (1983), social psychologists, as the attainment of material things in an attempt to reconcile a person's identity, so that it could be interpreted by the public (Crocker, Linden, 2004, 324-374). Consumption is a way of discovering and displaying the characteristics of one's personality, individuality and taste, and is ...