The human being cannot deal with chaos - being afraid of all that cannot be controlled (either at technical or symbolic level). To ensure a sense of wellbeing, there is a need to attribute meaning to things, facts and people. The human body is one of the primary spaces used for the impression and narrative of meaning: the use of the body has been relevant, throughout time, as a symbolic instrument and cultural narrative. Tattoo - the practice of inscribing images on the skin - is among the many practices of body use. In contemporary society, the phenomenon of consumption is one of the most powerful areas of social classification and attribution of meaning: it operates in all social spaces, mainly through mass communication. A positive strategy for the study of the relationships between society and meaning may be to relate the human body, consumption and communication. What happens when we relate the body, consumption, advertising and tattoo? This dissertation investigates the practice of tattooing product and/or company brands on the skin, as a strategy for individualization and socialization - an interesting pathway towards the comprehension of the social relations provided by consumption and the body in our present society.