Romantic advertising refers to promotional content that embeds love-related stimuli into brand or product messaging in order to attract individuals involved in romantic relationships. This style of communication can tend to evoke stronger reactions among romantically engaged consumers, particularly those with higher attachment anxiety who are more responsive to relational cues and emotional reassurance (Davis et al., 2024). The strategic relevance of romantic advertising becomes clear when acknowledging its potential reach because a large share of society experiences romantic love at least once in life, positioning romance-framed campaigns can be considered as a potent avenue for market influence. Within this context, understanding how romantic cues shape consumer reactions is crucial for both theory and practice. Although romantic advertising is widely employed across domains, this paper highlights romantic fashion advertising as a salient context in which fashion design is mobilized to support and promote couple-based relationships. Research in fashion studies has demonstrated the central role of sensuality in visual perception (Baek et al., 2018). Sensuality has been conceptualized as a formative principle that shapes how clothing engages with the body, movement, and surrounding space, extending beyond a purely stylistic role. Through elements such as silhouette, materiality, and bodily motion, fashion designs can create fluid and ambiguous visual forms that guide attention and interpretation (Shin, 2012).

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Romantic advertising,Branding,Visual perception,Symbolism

• Economia e Gestão - Ciências Sociais

This research was supported by a Merit Scholarship under Regulation No. 815/2025 – ISCTE, awarded to Seyed Mohammad Mirmahdi Komejani