Horney identified three 'strategies' or measures that can be applied in an attempt to reduce anxiety:
With her 'coffin kid' regalia and 'keep-out signs' on her door, our "Goth" exhibits elements of withdrawal and detachment with a propensity toward rebelliousness.
To place the ad into context it is important to note that the three strategies to reduce anxiety are often insufficient. The detached individual whilst appearing 'cool' and 'individualistic' (and is probably admired for it by peers) also experiences a sense of emotional deprivation (and a yearning for emotional attachment). Ironically, the strategy to reduce anxiety therefore creates more thereof!
If it is true that children who exhibit the 'detached' personality ('moving away from people') are less likely to be brand loyal and more likely to try different brands, then KFC has done their homework in trying to appeal to this market segment. It does so by reconciling the detached (and rebellious) personality with KFC specifically, conveying the message that one does not have to stop being a "Goth" (or risk loosing the admiration of peers), to enjoy the brand.
It also suggests that it is "OK" (at least temporarily) to yield to the yearning for emotional attachment (symbolised by the "Goth" joining her family at the dinner table), given that the anxiety reducing strategy of 'detachment' is flawed. The notion that this means some risk taking on behalf of the 'detached personality', is portrayed by means of the "Goth's hesitance when leaving her room and tip-toeing barefoot down the passage and stairs (coming down form her high horse?), lest she be noticed.
A subtle but powerful touch is the change in the music from "heavy" to positively 'pleasant' but bland (signifying the threshold of the 'other' world), as she moves down the stairs. The fact that the mother looks mildly uncomfortable (or even intimidated), she compensates by being over-friendly and possibly even proud about the daughter's 'individuality'. This further reinforces the notion that it is admirable to have your own 'style' and yet be 'compatible' with the KFC brand.
