archetypes psychology of consumer behaviour
TRANSCRIPT
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Archetypes
Psychology of Consumer Behaviour
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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.
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Archetypes are innate, universal
prototypes for ideas and may be used to interpret
observations.
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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.
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Mother Archetype
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Mother Archetype
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Mother Earth
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Mother Archetype
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The Mother
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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.
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Mana – Hero Archetype
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The Hero
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The Hero
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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.
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The Shadow
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The Shadow
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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
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Persona
Angel - Devil Mac Ad
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Persona
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Persona
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Persona
The Most Interesting Man in the World - Dos Equis
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Picture: Animus Anima, Why? Wendy Stark, YouTube
:
Anima-Animus
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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.
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The Witch
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Magical Boy “Ender’s Game” -Boy to the Rescue
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The Witch
Wise OldMan
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The Wise Old Man
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The Wise Old Man
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Archetypes used in
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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
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The Jester Skittles
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The Innocent
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The Innocent
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Everyman - Bud Light
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The Artist
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The Artist – Apple
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The Caregiver
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The Lover/Seducer
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The Explorer – North Face
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Mr CleanThe Hero
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Harley Davidson - The Rebel
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Harley Davidson - The Rebel
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The Catalyst - Axe
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The Hero – Explorer - Rebel
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Now it’s your turn!What Archetypes do you see in
these ads?
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What Archetype?
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What Archetype?
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What Archetype?
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What Archetype?
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What Archetype?
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What Archetype?
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What Archetype?