Archetypes and

Advertising

what are archetypes ?

human motivators

human truths

universal characters

archetypes are found in ...

Advertising

Stars Wars

Greek Methodology

The Bible

Grimm’s Fairytale

the roots of archetypingplato

jung

pearson

campbell

archetypes are known to reflect individual realities and struggles

… but the journey always has a common thread

backpacking through the Andes

new job, new career in India

example:

archetypes help connect and relate to human behavior

because everyone has the same archetypes within

it’s all dependent on what is active during at this point in your life

archetypes bring the greatest story to life

sage% explorer% innocent%

being (pursuit of fulfillment)

YODA Archetype: Sage Core Desire:

Goal:

Fear:

Strategy:

Gift:

the discovery of truth

wisdom and intelligence

being duped

seek out info & knowledge

to use intelligence and analysis to understand the world

Core Desire: the discovery of truth

Goal: to use intelligence and analysis to understand the world

Fear: being duped

Strategy: seek out info and knowledge

Strategy: seek out info and knowledge

Gift: wisdom and intelligence

HAN SOLO archetype: explorer

freedom experience journey!

Core Desire: the freedom to find out who you are through exploring the world

Goal: to experience a better, more authentic, fulfilling life

Fear: getting trapped, confirming inner emptiness

Strategy: journey, seek out and experience new things

Gift: autonomy, ambition, to be true

JAR JAR

archetype: innocent

optimist faith paradise!

Core Desire: to experience paradise

Goal: to be happy

Fear: doing something wrong of bad

Strategy: do things right

Gift: faith and optimism

outlaw warrior magician

becoming (to act and impact)

BOBA FET archetype: outlaw

radical revolution disrupt!

Core Desire: revenge or revolution

Goal: to destroy what is not working for the outlaw or society

Fear: being powerless, trivialized

Strategy: disrupt, destroy or shock

Gift: outrageous, radical freedom

LUKE SKYWALKER

archetype: warrior

courage worth competence!

Core Desire: prove one’s worth through courageous and difficult actions

Goal: exert mastery in a way that improves the world

Fear: weakness, vulnerability, wimping out

Strategy: become as strong confident and powerful as you are capable of being

Gift: competence and courage

SITH LORD archetype: magician

universal winner dreamer!

Core Desire: knowledge of the fundamental laws of how the world universe works

Goal: make dreams come true

Fear: unanticipated negative consequences

Strategy: develop vision and live it

Gift: finding win-win outcomes

lover regular guy jester

belonging (connect, interact, belong)

PRINCESS LEIA

archetype: lover

passion commitment appreciation!

Core Desire: attain intimacy and experience sensual pleasures

Goal: being in a relationship with the people, the experience, the work with they love

Fear: being alone, unwanted, unloved

Strategy: to be more and more attractive in an way

Gift: passion, appreciation, commitment

CHEWBACCA archetype: regular guy

belong common touch realism!

Core Desire: connection with others

Goal: to belong, to fit in Fear: standing out, exiled, rejected

Strategy: develop ordinary solid virtues, the common touch

Gift: realism, empathy, lack of pretense

R2-D2 archetype: jester

play enjoyment light!

Core Desire: to live in the moment with full enjoyment

Goal: to have a great time lighten up the world

Fear: boredom, being bored

Strategy: play, make jokes, be funny

Gift: joy

caregiver ruler creator

doing (to do, control)

OBI - WON archetype: caregiver

protect compassion help!

Core Desire: protect people from harm

Goal: to help others

Fear: selfishness, ingratitude

Strategy: do things for others

Gift: compassion, generorsity

DARTH VADER archetype: ruler

control leader responsible!

Core Desire: control

Goal: create a prosperous successful family, company or community

Fear: chaos being overthown

Strategy: exert leadership

Gift: responsibility and leadership

George Lucas archetype: creator

vision skill imagination!

Core Desire: create something of enduring value

Goal: give form to a vision

Fear: having mediocre vision of execution

Strategy: develop artistic control and skill

Gift: creativity and imagination

no matter the interaction, all of these characters have something to say each other as they are all based off of human behavior

lover regular guy jester

outlaw warrior magician

sage% explorer% innocent%

caregiver ruler creator

within advertising we are coming from the consumer’s POV to make a connection

define the audience

define the brand

create one story

let’s us use our agency as an example for stories

… after all we are filled with universal characters

dissonance

“you’re to much, your tom-foolery is not cute ”

“I am trying to help you and you just ignore me, you are being selfish”

Jester Caregiver

Lover

resonance

“LOL. laughter is a great way to connect with people :)

“a smile is a great way to show that I care”

Jester Caregiver

Lover

it’s by understanding humans motivations and truths can brands authentically speak with consumers

and archetypes are a great tool to ground and springboard creative ideas