Marketingový význam body image současných městských subkultur

Our body has been shown by people for centuries. There are many changes with the development of the modern technologies at the turn of the millennium. The Internet and social networks are becoming the indispensable part of our lives, often even addictions. A visualization of the human body brings new dimensions in the online environment. Urbanization of large cities changes the lifestyle of the young generation compared to their parents. Orientation in society is more complex, so young people create subculture communities that try to define typical elements of their body image. We will be interested in how these factors affect not only the lifestyle, but also the consumer behaviour of these tribes, and how the individual elements of the body image can be used for marketing purposes. We will therefore look more closely at subcultures of the hip hop style, hipsters and meatheads. We will take several analyses and look at some examples of specific campaigns.