archetypes psychology of consumer behaviour

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 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 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

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

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

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

Everyman - Bud Light

The Artist

The Artist – Apple

The Caregiver

The Lover/Seducer

The Explorer – North Face

Mr CleanThe Hero

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?

archetypes psychology of consumer behaviour

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