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The Innocent
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“When the Innocent archetype is active in an individual, a person is attracted to certainty, to positive and hopeful ideas, to simple, nostalgic images, and to the promise of rescue and redemption” (p.66). |
The Innocent values more the order than a social life and seeks a bright future (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). This archetype fights for the good, that is, for finding the right product, which means choosing goodness and moral behavior instead of greed and immoral behaviors. If the consumer is certain that the product or service in question, or the organization with which he/she relates, fulfills his promises and is based on lasting values, he/she will be loyal to the brand. Both religious fundamentalists and people who abandon a high pressure culture, focused on success, to pursue the joy of a simple life, have the archetype of the Innocent present in their lives. |
Coca-cola, with the campaigns about happiness (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.; CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.). |
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The Explorer
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“When the Explorer archetype is active in customers, their call is to explore the world and, in the process, to find themselves, so that they know who they are” (p.81). |
To succeed in creating a brand under this archetype, you need to know the Explorer story:
To imagine what it would feel like to be repressed and want more stimulation and adventure.
When the Explorer feeling is strong in a person, he/she may consciously do something that differentiates him/her from other individuals, such as young people who paint their hair in flashy colors, or who put piercings on body parts to conquer or express his/her individuality. |
Starbucks (CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.) and Land Rover (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Sage
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“When the Sage is active in the lives of customers, they are keenly interested in learning for its own sake” (p.99). |
When the Sage archetype predominates in the character of the individual, there is constant motivation and interest in learning. For the Sage, the main fear that can occur is that of being deceived by unreal or false information, which would lead to a misinterpretation of situations. Thus the Sages see a purchase as being a logical, rational transaction. They demand information and knowledge about the quality of the product and its cost. They then take the - logic - decision based on the information available to them. |
Sony and Philips (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Hero
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“When the Hero archetype is active in individuals, they may be (...) invigorated by challenge, feels outraged by injustice, and responds quickly and decisively to difficulty or opportunity (p.107). |
The Hero wants to ratify him/herself, always trying to overcome its limits, besides constantly trying to make the world a better place. The triumph of this archetype arises from marketing linked to social causes, aiming at a greater well-being of society in the long term (HYMAN, 2009HYMAN, M. Responsible Ads: a workable ideal. Journal of Business Ethics, n.87, p.199-210, 2009.) - and in the expectation of the consumer that companies become involved in philanthropy. |
BMW and Nike (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Outlaw
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“The Outlaw has the enticement of forbidden fruit (...).The Outlaw holds the shadowy qualities of the culture - that is, the qualities the society disdains and disregards. In this way, the Outlaw can release society’s pent-up passions (...). When Outlaw consciousness is present, people are more acutely aware of the ways civilization limits human expression” (p.124-126). |
It is perceived, according to the definition of this archetype, that the Outlaw is out of his time. He/she has discordant values that promise the revolution, or end up making threats through it. This archetype also provides a way to give continuity to the old qualities and characteristics that may exist in the culture and to make them emerge again. |
Linux and Harley Davidson (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Magician
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“When the Magician archetype is active in individuals, they are catalysts for change (...). Magicians are motivated by the desire for personal transformation and for the chance to change people, organizations, and their times. Magicians will appreciate it if you offer them transformative experiences. However, the biggest payoff comes if you can help a customer improve him-or herself” (p.145; 158). |
The Magician represents those who seek the essential principles governing the working of things in order to employ them for them to take place. Entrepreneurs can be commonly perceived as Magicians, as well as athletes. “Magical” people often have dreams, illusions, and aspirations that many regard as impossible or impractical, but the core of magic is to have a vision towards which one should walk. |
Absolut (CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.) and Red Bull (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Regular Guy/Gal
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“When the Regular Guy/Gal archetype is active in an individual, the person may dress in working-class or otherwise ordinary clothes (even if he or she is quite wealthy), speak in colloquial ways, and be put off by elitism in any form” (p.162). |
This archetype does not appreciate artificialism, tending to value the leveling among people, regardless of social class, religion or culture. For example, at a party, asking for national beer instead of imported whiskey may provide an indication that the Regular Guy/Gal archetype is valued. |
IKEA (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.) and Levi’s (CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.) . |
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The Lover
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“The Lover wants a deeper kind of connection - one that is intimate, genuine, and personal. Such forms of connection (...) require much greater knowledge, honesty, vulnerability, and passion than the cooler connectivity of the Regular Guy/Gal” (p.194). |
Lovers prefer products that are unique or customized. In order for a company to be able to achieve this archetype, it will need to offer an excellent and, preferably, personalized product. The Lover wants quality in the brand he consumes, not for the sake of prestige, but to enhance his pleasure of living. This archetype is usual in the cosmetics, jewelry, fashion and tourism industries, as well as certain categories of food linked to sensuality and pleasure, such as fine wines and delicacies, where such attributes are often part of the consumer experience. |
Häagen Dazs (CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.) and Bacardi (JANSEN, 2006). |
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The Jester
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“The core desire here is to be spontaneous, recapturing the playfulness we all had as little children (...) The archetype of the Jester help us to live at the present and to be impulsive and spontaneous” (p.207). |
The Jester indicates that the person can act spontaneously and naturally and yet be welcomed and admired by others. As the “ritual” of going out to drink beer is usually enveloped by a relaxed atmosphere, the Jester is the archetype often used, albeit unconsciously, by beer brands in their disclosure.
For Jansen (2006), this archetype would be positioned between “social” and “freedom”, carrying both senses, which is desired in brands that are concerned with pretending to appear relaxed and informal.
Mark and Pearson (2001, p. 320) researched the essence of the beer category. Young drinkers were asked to describe their own stories about what they understood as a “perfect night” containing beer consumption. The result was that the subjects indicated, almost unanimously, the same narrative to present their impressions regarding beer: “A place where life is easy, without annoyance or boredom. Everyone is treated equally and gets along”. However, such research has never been replicated in other countries, which would be relevant, since the profile of beer consumers is often similar, as well as how to disclose the product.
Making an interpretation according to the concept of the archetypes described by Mark and Pearson (2001), this place, an environment without pressures in which all are similar, accepted as they are and where beer is the great leveler, is the ideal environment for the Jester. Therefore, the Jester is perceived as the archetype of the beer category. This study will investigate, further on, if this happens effectively in a context different from that used by the authors - using a well-known brand in Brazil as an example. |
Beers (MARK; PEARSON, 2001); Ben & Jerry’s. (JANSEN, 2006). |
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The Caregiver
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“The Caregiver is an altruist, moved by compassion, generosity, and a desire to help others” (p.210). |
For the Caregiver, marketing is considered effective when it considers consumer concerns directed at others. The client, in this case, should be comprised as having concerns with the others, and the product should assist him in demonstrating greater commitment and providing great ease of action. |
Nivea (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Creator
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“When the Creator archetype is active in individuals, they are often compelled to create or innovate - anything else and they feel stifled” (p.228). |
Almost all people have a form of expression through creativity (MARK; PEARSON, 2001, p.232), which is exposed through activities such as painting, plastic arts, decoration and others. The Creator’s products tend to provide some assistance to people in such affairs. The association with this archetype also provides an evocation of status to its products. |
Lego and Apple (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
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The Ruler
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“The Ruler is in charge and in control. Typically, he or she is portrayed as extremely responsible and juggling many important responsibilities” (p.250). |
This archetype invokes responsibility, competence and sovereignty, being concerned with the welfare of society and the planet. Products and services related thereto encourage the proper management of these burdens, reaffirming the power and prestige of the consumer. |
Mercedes-Benz (CONNAN; SARANTOULIAS, 2013CONNAN, M.; SARANTOULIAS, C. Applying Archetypal Frameworks to Brand Identity & Packaging Research. International Journal of Marketing Semiotics, v.1, 2013.), Audi and Rolex (VIETH, 2012VIETH, M.N. The Hero Versus the Outlaw? Archetypical Brand Testimonial Congruence and its Influence on Brand Attitude, Purchase Intention and Retrieval. 6 mar. 2012. 74f. Thesis – University of Twente, Master Communication Studies, Twente, 2012.). |
