The title of this research is "Penggunaan Model Sebagai Medium Komunikasi Pemasaran ditinjau dari Teori Masyarakat Konsumsi". This study aims to see how the model is used in shaping the consumption community. The object of this research is Advina Ratnaningsih, a senior model who has experienced for fourteen years. The main theory used in this research is Consumer theory by Baudrillard, which is then reinforced with the concept of marketing communication and personal selling. The model is used as a display that serves as a consumptive form of thinking, so that the audience can be sure that the purchase value becomes more pants compare to value for use. The method used in this research is qualitative research method. Data collection techniques used through interviews The conclusion of this study is that the model can persuade the audience to be able to dress as shown. Not always the consumption occurs at the time, but the thought in the minds of the audience that the clothes that are seen is suitable for him has been embedded.