ABSTRACT
This paper offers a reflection on the influence of soap operas of soap operas in Brazilian fashion. In the contemporary world, many different media vehicles are used to sell products, such as blogs, soap operas, series, the internet itself and television. Digital influencers have become important platforms through which companies can advertise their products, just as soap operas are still a means of selling the products that compose a story’s scenarios and plot. Fashion is built and influenced by social and political contexts that manifest at certain time periods and are often incorporated into soap opera scenes. Soap operas have been a part of Brazilian life for a long time and they hold the power to influence consumers’ shopping decisions through financed marketing. Celebrities have become influencers of consumption and through soap operas and blogs they can transform the timing and the reasoning behind many people’s purchases. Brands have already taken note of this influence and are increasingly investing in this type of media.
