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The article is focused on the concept «personality image» in historical and pedagogical context. The concept includes some qualities of an advocate of the ideals of culture and goals of education. Its content and methodological significance in the system «culture-education», its place in the pedagogical terminology inventory and correlation with the concepts «goal of education», «pedagogical ideal» are under analysis in the article.

In article various approaches to studying of such socially-psychological phenomenon, as social representation are considered. The theoretical analysis of occurrence of social representations is given. The model of designing of social representations is offered and complete representation of the person.