The Allure of the Bad-Ass: Advertising Antiheroes

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 20th century movies and TV shows were dominated by the traditional “hero.”

 With high morals and an ethical code of honour.

 The 21st century has a different take.

 Today, we cheer the antihero. Like the Sopranos, Dexter and Breaking Bad.

 Antiheroes are liberated from that line in the sand that holds the rest of us back. They do things we are afraid to do. And do it unapologetically.

And if advertising is the great mirror to pop culture, it just may explain the emergence of antihero brands – who dare you to like them.

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