IMAGING TECHNIQUES IN A COMMUNICATION CAMPAIGN TO PROMOTE A CONFECTIONERY BRAND

The article explores techniques of image-making for creating a personal image of a communication campaign hero to promote a confectionery brand. The study aims to identify key methods for forming an attractive and trustworthy image that enhances consumer loyalty. The research employs theoretical foundations of imageology, including value-based and technological functions of image, as well as practical methods such as target audience analysis, visual representation, and PR technologies. The study material includes examples from confectionery brand promotion practices. As a result, the main techniques for creating a campaign hero’s image are identified: developing a unique image, active use of social media, visual elements, and narratives. The principles of successful image-making are revealed, including alignment with brand values, consistency of image, and audience feedback. The key conclusion of the article is that a well-crafted image of a communication campaign hero strengthens emotional connections with consumers and increases brand promotion effectiveness.