Consumers conscious in the global fashion scenario

an analysis of the Mig Jeans brand in the light of Social Advertising

Authors

  • Patrícia Gonçalves Saldanha Federal Fluminense University
  • Hellen Rodrigues Arantes Federal Fluminense University

DOI:

https://doi.org/10.11606/issn.1984-5057.v12i1p112-121

Keywords:

Fashion Consumption, Conscious Consumer, Social Advertising, Mig Jeans, Mediatization

Abstract

This paper aims to reflect about the coexistence of the movements of the so-called conscious consumers and the overconsumption in the contemporary scenario in the light of Affirmative Social Advertising in order to evaluate a fashion consumption case.  This is a theoretical work, based on qualitative research (with in-depth interview), bibliographic research and semiotic analysis of Instagram post by Mig Jeans, our object of study.

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Author Biographies

  • Patrícia Gonçalves Saldanha, Federal Fluminense University

    Professor Dr. Social Communication - Publicity and Advertising of UFF, General Coordinator of LACCOPS, Permanent Member of PPGMC. Email: patsaldanhappgmc@gmail.com.

  • Hellen Rodrigues Arantes, Federal Fluminense University

    UFF PPGMC Master student (2018), LACCOPS member. Email: hellenit@hotmail.com.

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Published

2020-03-02

Issue

Vol. 12 No. 1 (2020): Transformações na publicidade e nos consumos a partir da mediação dos algoritmos e processos em Big Data

Section

Artigos Livres

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

SALDANHA, Patrícia Gonçalves; ARANTES, Hellen Rodrigues. Consumers conscious in the global fashion scenario: an analysis of the Mig Jeans brand in the light of Social Advertising. Signos do Consumo, [S. l.], v. 12, n. 1, p. 112–121, 2020. DOI: 10.11606/issn.1984-5057.v12i1p112-121. Disponível em: https://periodicos.usp.br/signosdoconsumo/article/view/161142.. Acesso em: 13 mar. 2025.