Archetypes & Branding: The Unconscious Appeal
Information pulled from The Hero and the Outlaw by Mark and Pearson
What are archetypes & where did they come from?
Carl Jung Joseph Campbell Margaret Mark
Psychologist who introduced the
te...
Why do we use them in advertising? differentiation
To create differentiation within a category
Hero
Snickers
The cure for
h...
Why do we use them in advertising? universal needs
To tap into the collective unconscious by appealing to universal human ...
Introduction to the 12 Types
Demonstrated through art 

Information from The Hero and the Outlaw by Mark and Pearson
The 12 Archetypes
Innocent Explorer Sage Hero Outlaw Magician
RulerCreatorCaregiverJesterLoverEveryman
the Innocent
Core Desire: to experience paradise

Goal: to be happy 

Fear: doing something wrong/bad that will
provoke pu...
the Explorer
Core Desire: the freedom to find out who
you are by exploring the world

Goal: to experience a better, more au...
the Sage
Core Desire: the discovery of truth

Goal: to use intelligence and analysis to
understand the world 

Fear: being...
the Hero
Core Desire: prove one’s worth through
courageous and difficult action

Goal: exert mastery in a way that improves
...
the Outlaw
Core Desire: revenge or revolution

Goal: to destroy what is not working (for the
Outlaw or the society)

Fear:...
the Magician
Core Desire: Knowledge of the
fundamental laws of how the world or universe
works

Goal: make dreams come tru...
the Regular guy/gal
Core Desire: Connection with others

Goal: to belong, fit in

Fear: standing out, seeming to put on air...
the Lover
Core Desire: attain intimacy and
experience sensual pleasure

Goal: being in a relationship with the people,
the...
the Jester
Core Desire: to live in the moment with full
enjoyment

Goal: to have a great time and lighten up the
world

Fe...
the Caregiver
Core Desire: protect people from harm

Goal: to help others

Fear: selfishness, ingratitude

Strategy: do thi...
the Creator
Core Desire: create something of enduring
value

Goal: give form to a vision

Fear: having mediocre vision or ...
the Ruler
Core Desire: control

Goal: create a prosperous, successful family,
company, or community

Fear: chaos, being ov...
Mapping Archetypes to Universal Human needs
Character Compass

• How each archetype addresses an underlying universal huma...
Universal human desire &
How each archetype meets the desire
Yearn for
paradise
Leave a
mark on
the world
Connect
with
oth...
Demonstrating Universality Classics & Cross-Culture
Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Ev...
Pop Culture Cheat Sheet
Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover
Disney P...
Brand Examples & Alternate Names
Seeking Structure
Provide
structure to
the world
service
control
innovation
Caregiver
Ruler
Creator
Other Names:
Artist
En...
Seeking Paradise
Yearn for
paradise
safety
understanding
freedom
Innocent
Sage
Explorer
Other Names:
Child
Dreamer
Idealis...
Leave a
mark on
the world
liberation
power
mastery
Outlaw
Magician
Hero
Seeking Change
Other Names:
Activist
Gambler
Maver...
Connect
with
others
intimacy
enjoyment
belonging
Lover
Jester
Everyman
Seeking Connection
Other Names:
Advocate
Citizen
Ne...
Suggestions? Additions?
Let me know @emilylizb
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Archetype Overview with brand examples & character compass

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A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.

  • I have done a lot of research on Archetypes, this is definitely one of the best presentations. It allows me to get an at-a-glance view, and interpret holistically. Highly recommended.
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  • Thanks for sharing this Emily. I think I will pick up the Hero and the Outlaw.... seems like very useful stuff.
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  • this was really helpful. Thank you.
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  • Snickers is not about hero.. the commercials are always everyman's story and trying to facilitate team spirit.
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  • @Brad Webster Thanks for asking. This an exercise that leans toward art, not science. I'm my experience brands are categorized differently because people who work to categorize them sometimes use different criteria. The main thing I think drives different categorization is timeframe. Ideally we look at how the brand behaves over time with emphasis on its heritage. Sometimes the latest ad campaign doesn't exactly align and is used as the primary point of evaluation.
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Archetype Overview with brand examples & character compass

  1. 1. Archetypes & Branding: The Unconscious Appeal Information pulled from The Hero and the Outlaw by Mark and Pearson
  2. 2. What are archetypes & where did they come from? Carl Jung Joseph Campbell Margaret Mark Psychologist who introduced the term Archetype in 1919 Demonstrated that the collective unconscious is cross-cultural 1949 Applied Archetypes to Marketing and Branding Archetypes are a collectively-inherited unconscious idea, pattern of thought, image, etc., that is universally present in individual psyches 1919 1949 2001
  3. 3. Why do we use them in advertising? differentiation To create differentiation within a category Hero Snickers The cure for hunger, you’re not you when you’re hungry Jester M&Ms The characters keep it light and make fun of themselves Explorer Almond Joy Unwrap paradise (even at the laundromat- as shown in the TV spot) For example- when you’re stuck choosing chocolate at check-out archetypes create mental short-cuts to help you make decisions when faced with many similar options Everyman Kit Kat Take a break, have a kit kat - everyone needs a break
  4. 4. Why do we use them in advertising? universal needs To tap into the collective unconscious by appealing to universal human needs …even if we’re talking about hair care the need for understanding the need for power the need for belonging the need for enjoyment Sage Magician Everyman Jester the need for intimacy Lover Living Proof Our scientists promise you a good hair day, every day Nexxus Products like the Youth Renewal Elixir promise powerful transformation Tresemme Professional, affordable - accessible products Aussie Add some Roo to your do. A purple kangaroo is the brand icon Fekkai The most privileged hair in the world, suggestive imagery
  5. 5. Introduction to the 12 Types Demonstrated through art Information from The Hero and the Outlaw by Mark and Pearson
  6. 6. The 12 Archetypes Innocent Explorer Sage Hero Outlaw Magician RulerCreatorCaregiverJesterLoverEveryman
  7. 7. the Innocent Core Desire: to experience paradise Goal: to be happy Fear: doing something wrong/bad that will provoke punishment Strategy: do things right Gift: faith and optimism Trap: Boring for all their naive innocence “free to be you and me” Degas | Waiting
  8. 8. the Explorer Core Desire: the freedom to find out who you are by exploring the world Goal: to experience a better, more authentic, more fulfilling life. Fear: getting trapped, conforming, inner emptiness, nonbeing Strategy: journey, seek out and experience new things, escape from entrapment and boredom Gift: autonomy, ambition, ability to be true to one’s own soul Trap: Aimless wandering, becoming a misfit “don’t fence me in” Monet | The Boat Studio
  9. 9. the Sage Core Desire: the discovery of truth Goal: to use intelligence and analysis to understand the world Fear: being duped, misled; ignorance Strategy: seek out information and knowledge; become self reflective and understand the thinking process Gift: wisdom, intelligence Trap: can study issues forever and never act “the truth will set you free” da Vinci | Vitruvian Man
  10. 10. the Hero Core Desire: prove one’s worth through courageous and difficult action Goal: exert mastery in a way that improves the world Fear: weakness, vulnerability, “wimping out” Strategy: become as strong, competent, powerful as you are cable of being Gift: competence and courage Trap: arrogance, developing the need for there to always be an enemy “where there’s a will, there’s a way” Raphael | Victory of St. Michael
  11. 11. the Outlaw Core Desire: revenge or revolution Goal: to destroy what is not working (for the Outlaw or the society) Fear: being powerless, trivialized, inconsequential Strategy: disrupt, destroy or shock Gift: outrageousness, radical freedom Trap: to go over to the dark side, criminally “rules are meant to be broken” Pollock | Eyes in the Heat
  12. 12. the Magician Core Desire: Knowledge of the fundamental laws of how the world or universe works Goal: make dreams come true Fear: unanticipated negative consequences Strategy: develop vision and live it Gift: finding win-win outcomes Trap: becoming manipulative “it can happen” Dali | Galatea of the Spheres
  13. 13. the Regular guy/gal Core Desire: Connection with others Goal: to belong, fit in Fear: standing out, seeming to put on airs, and being exiled or rejected as a result Strategy: develop ordinary solid virtues, the common touch, blend in Gift: realism, empathy, lack of pretense Trap: give up self to blend in, in exchange for only a superficial connection “all men and women are created equal” Whistler | Whistler’s Mother
  14. 14. the Lover Core Desire: attain intimacy and experience sensual pleasure Goal: being in a relationship with the people, the work, the experience, the surroundings they love Fear: being alone, a wallflower, unwanted, unloved Strategy: become more and more attractive- physically, emotionally, and in every other way Gift: passion, gratitude, appreciation, commitment Trap: doing anything and everything to attract and please others, losing identity “I only have eyes for you” Klimt | The Kiss
  15. 15. the Jester Core Desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Fear: boredom or being boring Strategy: play, make jokes, be funny Gift: joy Trap: frittering away one’s life “if I can’t dance, I don’t want to be part of your revolution” Rockwell | Tattoo Artist
  16. 16. the Caregiver Core Desire: protect people from harm Goal: to help others Fear: selfishness, ingratitude Strategy: do things for others Gift: compassion, generosity Trap: martyrdom of self, entrapment of others “love your neighbor as yourself” Van Eyck | Arnolfini Portrait
  17. 17. the Creator Core Desire: create something of enduring value Goal: give form to a vision Fear: having mediocre vision or execution Strategy: develop artistic control and skill Gift: creativity and imagination Trap: perfectionism, miscreation “if it can be imagined, it can be created” Michelangelo | The Sistine Chapel
  18. 18. the Ruler Core Desire: control Goal: create a prosperous, successful family, company, or community Fear: chaos, being overthrown Strategy: exert leadership Gift: responsibility, leadership Trap: being bossy, authoritarian “power isn’t everything, it’s the only thing” Velazquez | Las Meninas
  19. 19. Mapping Archetypes to Universal Human needs Character Compass • How each archetype addresses an underlying universal human need • Demonstration of how archetypes appear in culture
  20. 20. Universal human desire & How each archetype meets the desire Yearn for paradise Leave a mark on the world Connect with others Provide structure to the world safety understanding freedom liberation power masteryintimacy enjoyment belonging service control innovation Innocent Sage Explorer Outlaw Magician HeroLover Jester Everyman Caregiver Ruler Creator
  21. 21. Demonstrating Universality Classics & Cross-Culture Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover Chinese Zodiac Tiger Rat Snake Horse Rooster Rabbit Goat Dragon Dog Ox Monkey Pig What is the universal human desire that draws you to an archetype? How does each archetype address that need? Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy Shakespeare Claudio Puck Don John Desdemona Lear’s Fool Ophelia Viola King Lear Nurse Bottom Dogberry Romeo Much Ado Midsummer’s Night Dream Much Ado Othello King Lear Hamelt Twelfth Night King Lear R & J Midsummer’s Night Dream Much Ado R & J Greek Gods Apollo Poseidon Ares Hermes Athena Artemis Janus Zeus Hera Hephaestus Dionysus Aphrodite
  22. 22. Pop Culture Cheat Sheet Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover Disney Princessess Merida Tiana Mulan Ariel Belle Snow White Tinkerbell Elsa Cinderrella Lilo Rapunzel Jasmine The Hunger Games Katniss Seneca Crane Gale Plutarch Heavensbee Haymitch Rue Beetee President Snow Cinna Katniss’ mother Caesar Flickerman Peeta X-Men Cyclopse Mystique Wolverene Kitty Pride Professor X Rogue Storm Magneto Jean Gray Iceman Gambit Emma Frost What is the universal human desire that draws you to an archetype? How does each archetype address that need? Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy
  23. 23. Brand Examples & Alternate Names
  24. 24. Seeking Structure Provide structure to the world service control innovation Caregiver Ruler Creator Other Names: Artist Entrepreneur Storyteller Visionary Other Names: Ambassador Judge Patriarch Sovereign Other Names: Angel Guardian Healer Samaritan
  25. 25. Seeking Paradise Yearn for paradise safety understanding freedom Innocent Sage Explorer Other Names: Child Dreamer Idealist Muse Other Names: Detective Mentor Shaman Translator Other Names: Adventurer Generalist Pioneer Seeker
  26. 26. Leave a mark on the world liberation power mastery Outlaw Magician Hero Seeking Change Other Names: Activist Gambler Maverick Rebel Reformer Other Names: Athlete Liberator Rescuer Warrior Other Names: Alchemist Engineer Innovator Scientist
  27. 27. Connect with others intimacy enjoyment belonging Lover Jester Everyman Seeking Connection Other Names: Advocate Citizen Networker Servant Other Names: Clown Entertainer Provocateur Shapeshifter Other Names: Companion Hedonist Matchmaker Romantic
  28. 28. Suggestions? Additions? Let me know @emilylizb

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