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Understanding the psychological concept of the collective unconscious and its association with our subconscious minds were psychoanalyst Carl Jung’s lasting legacy in the field of analytical psychology. This study discusses the attributes of the Jungian collective unconscious and the creation of consumer archetypes for branding concepts, and to out...
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... sentiments over these issues reveal the ego archetype as the driving psyche. One example of Coca-Cola"s intuitive investment into strategic ethical marketing is the decade spent researching and innovating PlantBottle™, a revolutionary, recyclable PET plastic beverage bottle comprising 30 percent plant materials using waste from sugarcane ( Figure 6), which it unleashed in 2009, a well-appointment moment when the world was ready to embrace ecologically-sustainable solutions. With a 2020 goal to use PlantBottle™ in 100 percent of its markets, the packaging"s cost-effectiveness and lighter carbon footprint demonstrates the corporation"s proclivity to envision creative ideas that cares for the environment and contribute towards its own long term sustainable business strategies (Coca-Cola Introducing PlantBottle, n.d.). ...
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... The bonding that they share with such a brand is always stronger. This is primarily because the consumers tend to relate by instinct, if there is a unifying and consistency in all narratives related to a particular brand, the bond is easy to make (Poon, 2016). ...
... It is the emotional value that the particular brand adds to the product of choice that makes a consumer choose it. For example, Coca Cola and Pepsi, though they both are identical in almost every sense, Coca Cola has a large consumer base in America, where it stands for individualistic value that the country stands for 'The American Dream' (Poon, 2016). It is seen as American brand, whereas Pepsi has larger consumer base in collectivist culture like India, where it caters to mass sentiment. ...
... Add to the equity model is the archetype study conducted by Poon (2016), which states that to understand brand archetype (which is the soul of the brand) it is important to understand the role brand plays in adding to the value both as a social function and symbolic meaning in the life of a consumer. This can be associated with effective brand communication, such that the communication has a universal yet intuitive cultural connections. ...
Досліджується застосування концепції архетипів як сучасний інструмент для формування бренду музичного виконавця (артиста). В умовах високого рівня конкуренції на музичному ринку та змін у виробництві, споживанні та просуванні музичного продукту, продиктованих розвитком технологій, артисти мають розуміти яким чином створювати власний популярний бренд. У висновках запропоновано алгоритм формування бренду артиста на основі застосування концепції архетипів за методологією М. Марка та К. Пірсон. Подальші наукові дослідження можуть стосуватися специфіки національного музичного ринку в Україні та проявлених архетипів, які використовують сучасні відомі українські артисти.
The public persona of the 8th PM of Malaysia, Muhyiddin Yassin, was derived from the metaphorical framing of the Good Father archetype. Archetypes do not always lead to logical conclusions because issues are framed by focusing on specific aspects while avoiding those that are inconsistent with the metaphor. Metaphorical structures influence the way we perceive, think or act. Muhyiddin’s abah persona can be described as monolithic. It normalizes the conservative Malay value that upholds the patriarchal role while marginalizing other ethnic or religious representations and their cultural and parenting practices. Muhyiddin had exploited this privileged position so as to further the asymmetrical power relation. The Malaysian collective fantasy of a Good Father is not uniform and Muhyiddin’s abah was challenged by a Shadow Father counternarrative. This exploratory study is limited in achieving depth of understanding of gender roles representation but explores instead the strategic actors, namely Muhyiddin and his supporters, how they tried to build the image of a Good Abah, and how the narrative was negotiated and contested, as well as the ideologies that were promoted or reinforced by the father archetype. Findings include readers’ polarized views of good father, low-key misogyny, the traditional and stereotyped expectation of men.
Cette thèse explore les expressions culturelles d’une communauté de pratique singulière, celle des surfeurs de la côte ouest irlandaise. Cette étude ethnographique vise à l’interdisciplinarité en puisant dans les théories des sciences folkloriques, de la mythanalyse et des sciences sociales afin de conceptualiser et analyser les pratiques expressives de cette communauté. Elle s’attache à relever ces expressions ancrées dans un espace géographique et socioculturel qui n’a jusqu’à présent suscité que peu d’intérêt de la part des recherches portant sur les pratiques du surf, et qui constitue pourtant un terreau fertile tout à la fois singulier et inclusif d’expressions verbales et imagées dont ce travail identifie les idiosyncrasies narratives et esthétiques. La recherche explore la manière dont les expériences individuelles du surf dans les eaux de l’Atlantique nord se transmettent à travers une pluralité de supports – récits de vie, œuvres photographiques, filmiques et illustratives. Elle s’interroge sur les fonctions d’une telle transmission qui participe au développement d’une esthétique et de marqueurs identitaires singuliers à la pratique irlandaise du surf. Un concept est développé afin de répondre aux besoins de la recherche, celui de surflore qui permet une analyse approfondie des phénomènes narratifs mis au jour. Un outil méthodologique, l’index surflorique, a été élaboré à des fins de classement, identification et interprétation du matériau recueilli. Quatre autres modèles théoriques sont également mobilisés tels que celui d’hybridation culturelle, un modèle d’analyse dérivé des théories de la mythocritique et de la mythopoétique, ainsi que les théories d’identités postnationales et de citoyenneté océane. La mobilisation de ces modèles d’interprétation permet de mieux comprendre les spécificités du système culturel observé et des fonctions qu’il est amené à remplir à la fois au cœur de la communauté de pratique et dans le contexte d’un paysage socioculturel irlandais marqué par des identités sociales fragmentées.
Sri Lanka, as expressed in the structural trends seen in the economy, is referred to as a service-driven economy. Therefore, insurance firms have also grown with various structural and business trends that have a broader effect on the economy. Besides, Sri Lanka's life insurance sector, a segment of the insurance industry, demonstrates more dynamic trends according to marketing and customer behavioral perspectives. Many brand-building programs aimed at stimulating favorable customer reactions to sign competitive edges are demonstrated by business activities of the life insurance industry. Meanwhile, very few empirical studies have related to the notion of brand archetype and consumer acquisition to investigate the relationship between the marketing stimulation of the brand archetype and the behavioral responses of consumer acquisition towards them. Besides, this study aims to review these principles and formulate research proposals concerning the context of Sri Lanka's life insurance sector. A deductive method was adopted by this researcher, and a systematic literature review on empirical studies was undertaken as the primary research tool to construct arguments. The paper concluded by establishing recommendations for potential studies in line with brand archetype principles and customer acquisition behaviors that resolve empirical research gaps in Sri Lanka.
Ziel der vorliegenden Arbeit ist eine empirisch orientierte Untersuchung des Synchronizitätsphänomens im Kontext der Psychotherapie mit Hilfe quantitativer und qualitativer Methoden. C. G. Jungs ursprüngliche Definition der Synchronizität soll durch klinische Beobachtungen spezifiziert werden, wobei vor allem Merkmale des in der klinischen Situation vorkommenden Synchronizitätsphänomens untersucht werden. Anhand einer Stichprobe (n = 46) synchronistischer Phänomene, die sich im Zusammenhang mit einer Psychotherapie ereignet haben, konnten statistisch und inhaltlich mehrere Spezifika klinischer Synchronizitätsphänomene ermittelt werden, die sowohl Aussagen zur strukturellen Beschaffenheit, als auch zu Antezedenzien und Konsequenzen von Synchronizitätsphänomenen in der Psychotherapie erlauben. Die Ergebnisse zeigen u. A., dass sich zwei Arten klinischer Synchronizitätstypen im Hinblick auf Räum- und Zeitlichkeit unterscheiden lassen. Des Weiteren tritt vor allem die Synchronizitätsart der Präkognition in der Psychotherapie in Erscheinung, welche jedoch eher symbolisch verstanden wird. Darüber hinaus zeigen weitere Untersuchungsergebnisse, dass ein sicherer Umgang des Therapeuten mit synchronistischen Phänomenen therapieförderlich ist und dass synchronistische Momente in der Psychotherapie unter bestimmten Voraussetzungen mit einem Gefühl von Sinnhaftigkeit einhergehen, was sich positiv auf die Beziehung, den therapeutischen Verlauf und das Leben des Patienten auswirkt. Insgesamt stellt sich heraus, dass das Synchronizitätsprinzip dem jungianisch arbeitenden Praktiker eine spezifische Interventionsmöglichkeit bietet, die es solcherart in keiner anderen Therapierichtung gibt. Wenn er in Theorie und Praxis des synchronistischen Phänomens geschult und diesem offen gegenüber ist, kann er dem Patienten auf eine weitere Art und Weise therapeutisch unterstützend zur Seite stehen, und ihm in seinem persönlichen Wachstum helfen.
