archetypes psychology of consumer behaviour
TRANSCRIPT
Archetypes
Psychology of Consumer Behaviour
Carl Jung believed in the existence of the Collective Unconscious.
The collective unconscious is the part of the mind containing memories and impulses we are not
aware of. According to Jung, we come to the world with a storehouse of memories from our
ancestors.
The shared memories invoke archetypes. These archetypes appear frequently in marketing.
Archetypes are innate, universal
prototypes for ideas and may be used to interpret
observations.
Mother Archetype
The Mother archetype is symbolized by the primordial mother or “Earth Mother” of Mythology, by Eve and Mary and by less personal symbols like church, nation, forest, ocean.
Mother Archetype
Mother Archetype
Mother Earth
Mother Archetype
The Mother
Mana ArchetypeIn primitive societies, phallic symbols symbolize Mana or Spiritual Power.
These symbols would be displaced on occasions when the spirits are called on to increase the yield of corn, fish or to
heal someone. Mana- hero-Godlike
The Green Giant looks over his valley and yield.
Mana – Hero Archetype
The Hero
The Hero
The ShadowSex and life instincts are part of the
Shadow. It is the dark side of the ego, and the evil that we are capable of. Symbols of the shadow include the
snake, monsters, demons and dragons.
The Shadow
The Shadow
PersonaThe persona represents your public image. It is
the mask you put on. At best it is the good impression, but could be a false impression to
manipulate others
Persona
Angel - Devil Mac Ad
Persona
Persona
Persona
The Most Interesting Man in the World - Dos Equis
Picture: Animus Anima, Why? Wendy Stark, YouTube
:
Anima-Animus
Anima-AnimusA part of persona is the role of male or female we play.
In a Male this archetype finds expression as a feminine inner personality: anima.
In the unconscious of a woman it is expressed as a masculine inner personality: animus.
The anima may be represented by a young girl, spontaneous, intuitive or a witch or earth mother.The animus may be the wise old man, sorcerer, young boy.
The Witch
Magical Boy “Ender’s Game” -Boy to the Rescue
The Witch
Wise OldMan
The Wise Old Man
The Wise Old Man
Archetypes used in
The InnocentThe Hero/Warrior
The Regular Guy/The EveryManThe Nurturer/Care Giver
The Artist/Dreamer/IdealistThe Explorer
The RebelThe Lover/Seducer
The Magician/CatalystThe LeaderThe Jester
The Sage/Guru
The Jester Skittles
The Innocent
The Innocent
Everyman - Bud Light
The Artist
The Artist – Apple
The Caregiver
The Lover/Seducer
The Explorer – North Face
Mr CleanThe Hero
Harley Davidson - The Rebel
Harley Davidson - The Rebel
The Catalyst - Axe
The Hero – Explorer - Rebel
Now it’s your turn!What Archetypes do you see in
these ads?
What Archetype?
What Archetype?
What Archetype?
What Archetype?
What Archetype?
What Archetype?
What Archetype?