Archetypes in Today’s Advertising
- 1 Universidad Complutense de Madrid. Facultad de Bellas Artes. Departamento de Diseño e Imagen.
ISSN: 2392-862X, 2392-9472
Datum der Publikation: 2021
Ausgabe: 8
Nummer: 1
Seiten: 233-243
Art: Artikel
Andere Publikationen in: Anastasis. Research in Medieval Culture and Art
Zusammenfassung
This paper explores ancient myth and mythological figures incontemporary advertising as a means of communication with consumers. In ahermeneutical and analytical way, through psychologic and semiotic theories,we classify and analyze the most recurrent themes: mythical time; beauty andeternal youth; success and power; idyllic environment, the search for the lostparadise. Based on universal archetypes, we see how advertising becomes anexcellent vehicle to effectively reach the receiver’s subconscious and act as aninciter to consumption.