Image of the hero-rebel in advertising: the socialization aspect

Abstract

The article deals with analysis of communication and socialization features of using the image of the hero-rebel in modern advertising. The aim of the study was to find out the specifics of advertising content using the image of the hero-rebel. In advertising the motif of freedom is used, which is broadcast to the target audience through an attractive image of the hero-rebel. The advertisement demonstrates the consumer’s protest as a process of choosing a little-known brand or choosing a brand with a «rebel» image; also demonstrates the conflict of generations, when children and adolescents do not consciously choose the products, which elder generation chose; emphasizes the opportunities offered by alternative solutions. In this case, the product is often opposed to the «old» brands. Particular attention is paid to the analysis of the socializing influence of the hero-rebel image on consumers. This influence consists, in particular, in demonstrating the image, which differs from generally accepted standards; in propagate of new knowledge about the market of goods and services and about the features of products; in demonstration of a «protest» model of behaviour. The image of the hero-rebel in modern advertising affects the target audience through the broadcast of various forms of protest. This can be demonstrated as a choice of brands that are opposed to market leaders.