Archetypes in advertising and marketing
Archetypes are distinguished certain patterns of behavior and subconscious human preferences. The factors that motivate the customer to make purchases have been decoded and used skillfully in advertising.
In marketing communication, the recipient of the advertisement can be classified into one archetype, although it happens that the human personality places it in several archetypal drawers. Knowing the archetypes helps people responsible for brand management to look differently at both the current communication and the planned one.
Many years of research by Margaret Mark and Carol S. Pearson, as well as studying the theory of human motivation and purchasing needs, gave us the opportunity to develop and distinguish 12 different archetypes. As a result, it is easier for us to choose the right track and create a consistent marketing communication between the sender and the recipient of the advertisement. Conducting advertising campaigns and adapting it to the appropriate target group. Especially that for the modern advertising industry it is a great help, because psychological factors have a very large impact on the customer’s motivation to buy, and consistency is a gift that makes working on the brand easier and more satisfying.
Types of distinguished archetypes:
1. The archetype of innocence and purity
The archetype of innocence is really a dreamer who wants to experience paradise. he helps to keep faith and hope. He acts correctly and wants to follow the designated path of life, he does not like changes. Brands that use this type of archetype in their marketing activities want to show us that by using their product, life will be simple and will follow the right path. In the operation of marketing communication, they often emphasize their traditional character. The Coca Cola Christmas advertisement has been broadcast since ever during the holiday season. Advertising with an oncoming Coca Cola truck, probably everyone associates it with the upcoming holidays. The company’s branding focuses on tradition and a family message.
Characteristic:
Motto: | Pragnienie wolności, aby być sobą |
Pragnienie/Cel: | Bycie szczęśliwym |
Lęk: | Obawa zrobienia czegoś złego i poniesienia kary |
Strategia: | Postępowanie właściwie |
Talent: | Wiara i optymizm |
Marki posługujące się tym archetypem: | Dove, Coca Cola, Mcdonald’s |
Znany także jako: | tradycjonalista, naiwny romantyk, marzyciel |
Kolor: | biel, czerwień, żółty |
The archetype provides personality to the brands that:
- provide simple solutions to the identified problem
- related to good, morality, simplicity, nostalgia, childishness
- low or medium – low prices – produced by a company with clear values that clearly distinguish the brand from other companies with a poor reputation (e.g. companies emphasizing corporate social responsibility)
2. The archetype of the common man
The archetypal common man is an example of an unpretentious person. In marketing activities, this type of person is shown as wanting to suit everyone’s tastes. He does not stand out too much because he wants to stay in line. Brands fitting this type of archetype use it in advertising campaigns most often, presenting an everyday product at attractive prices. So something for everyone, better thanks to its simplicity and good price.
Charakterystyka
| Motto: | Wszyscy są sobie równi |
| Pragnienie/Cel: | Przynależeć do grupy |
| Lęk: | Być innym od grupy i zostać tym samym wykluczonym |
| Strategia: | Wykształcenie solidnych, zwykłych wartości, bycie przyziemnym, nie wyróżnianie się |
| Talent: | Empatia, realizm, ugodowość |
| Marki posługujące się tym archetypem: | IKEA, Disney, ebay, Lidl, Walmart |
| Znany także jako: | dobry sąsiad, realista, przykładny obywatel, cicha większość |
| Kolor: | pomarańczowy, niebieski, żółty |
