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Chanel is one of the most desired brands in the world, synonymous with elegance, class and luxury, perceived as a classic of world fashion. Advertising is one of the most influential elements of behavior and attitude in the world, contributing to everyday choices, defining styles and desires of the general public. In this way, it contributes to major brands, such as Chanel, being present in the collective imagination and becoming an object of desire, even for those who have never consumed the brand. We sought to study the reasons why Chanel is an object of desire and consumption for the public that consumes it and the perceptions of those who have never consumed it so that they begin to desire it.