Journal of Siberian Federal University. Humanities & Social Sciences: Sociocultural Models for Interpretation of C.G. Jung Archetypes in Advertising Industry

Journal of Siberian Federal University. Humanities & Social Sciences / Sociocultural Models for Interpretation of C.G. Jung Archetypes in Advertising Industry

Issue: Journal of Siberian Federal University. Humanities & Social Sciences. 2013 6 (2)
Authors: Bazikyan, Stanislava A.
Contact information: Bazikyan, Stanislava A.: Novgorod State University, 41 Sankt-Petersburg Str., V. Novgorod, 173003 Russia; e-mail: Stanislava83@yandex.ru
Keywords: advertising; archetype; consumption; artificial models; manipulation; illusion; myth
Abstract: The present article analyses the forms and methods of the collective unconscious archetypes deformation, discovered by Swiss psychotherapist C. G. Jung. We claim that in the modern “comsumer society” people tend to compensate the lack of care, love, protection, and beauty by purchasing the commodities, the mythological images of which are the projections of such archetypes as “Mother” and “Shade”. As a result, the relationships that people build between themselves, are artificial, superficial, formal; they repress the sprititual life, sensuality, creativity, spontaneity of an individual. At the same time, reality grows into a pseudoreality of advertising paradise, the iridescent pictures of which make the contradictions of the real world seem bearable, or even conceal them from being noticed..
Pages: 235-246
Paper at repository of SibFU: https://elib.sfu-kras.ru/handle/2311/9607