Modern society can be characterized as a globalized, dynamic, postindustrial, postmodern consumer society that cults the ability to buy and consume. Different people perceive consumerism as something good and useful, and at the same time, as something bad and destructive. The phenomenon of conspicuous consumption is defined as demonstrating social status and maintaining a reputation by consuming expensive goods. This acquires the character of a mass phenomenon, influencing the culture, and is of certain interest for considering it in advertising. Advertising carries a culture of conspicuous consumption to the masses; today, more effort and money are invested in changing public consciousness. Previously, the task of advertising was to promote a product or service, now “the formation of the audience’s need” for this product (Maasik and Solomon 32). In modern realities, people are faced with aggressive marketing, where advertising should awaken in the consumer the many images that a product can create; to form an associative relationship between product – images – needs. In the age of digital technologies and the Internet, the blogosphere, tied to advertising, at the heart of which is conspicuous consumption, is relevant. Social media are now one of the most sought-after advertising platforms around the world. Internet platforms such as YouTube, Instagram, and Facebook are a way of interacting with the audience and serve as powerful tools for promoting a personal brand or customers’ goods and services. Advertising accompanies almost all the content of the famous brand founder brand Kylie Jenner. Decorative and care cosmetics continue to gain popularity and conquer audiences with quality and a well-known name. In attempts to be like an idol, many want to get cosmetics because this means getting closer to what the celebrity herself uses. By high-priced advertising products, be it her cosmetics or other luxury brands, the star demonstrates her wealth and luxurious life, thereby drawing the attention of others to the material side of life and its importance. Such advertising pushes people to buy a product not to satisfy a need for food, clothing, or even education but to acquire a brand by showing others that they can do so. This consumption pattern has its own characteristics, perpetuating cultural mythology. The influencer covers her own life, her views, and her moral attitudes on her blog, which may not correspond to the conservative ideas about the life of previous generations. Her image destroys stereotypes about race because race does not limit a person in achieving success in our time. It retains the stigma about female purpose and sexualization of the female body, in line with the expectations and desires of men to see a woman just like that. The presentation of this mythology is different from advertising and the ways of obtaining information from the past. Today, when social networks reflect a person’s life to a fairly large extent, conspicuous consumption, in addition to the public sphere of a person’s life, has begun to concern his private life. In comparison, before, “to create the impression of a wealthy person,” it was enough to own an expensive car, h