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Explanation & Answer
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Running head: AD ANALYSIS
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Ad Analysis
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AD ANALYSIS
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Ad Analysis
Option One: Hero scooter advert
One ad that truly attempts the “rebel sell” on the internet is the Hero electric scooter
advert. The “rebel sell” principle was coined by Andrew Potter and Joseph Heath in 2004 and
refers to the sale of counterculture products at odd prices. This principle places value on the
substitute and other competing products to the “rebel products” instigating that customers are
more persuaded to buy such products. The principle also notes that in contemporary consumer
behavior, individuals tend to overexert their financial capabilities so that they are able to get the
“rebel sell.” Similarly, the Hero motorcycle company utilizes the “rebel sell” principle to entice
as many buyers as possible using other captivating sentiments, captions, and images of the
product. This advert exemplifies the “rebel sell” principle considering that it is a new
technological product and it is thus expensive to most middle class indivi...