Archetypes in Today’s Advertising
- 1 Universidad Complutense de Madrid. Facultad de Bellas Artes. Departamento de Diseño e Imagen.
ISSN: 2392-862X, 2392-9472
Year of publication: 2021
Volume: 8
Issue: 1
Pages: 233-243
Type: Article
More publications in: Anastasis. Research in Medieval Culture and Art
Abstract
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.