1. Archetypes By Helen Todd

2. Background • Created by Jung, disciple of Freud • Structure of the Psyche • Collective unconscious: co-authors

3. Archetype Defined • Universal patterns or motifs which come from the collective unconscious and are the basic content of religions, mythologies, legends, and fairytales; emerging in individuals in the forms of dreams, visions and fantasies. The archetype carries specific energy and is capable of acting upon the world.

4. Pschye Expanded • Persona – what we project (masks) • Ego - The ego is the centre of consciousness. It is identity. It is 'I'. But it is not the totality of the psyche • Shadow – Everything suppressed and opposite • Anima and Animus – female and male • Self - centre and the totality of the entire psyche

5. Anima and Animus Static Feminine  Dynamic Masculine Static Masculine  Static Feminine

6. Symbols of the Unconscious • Divine Couple - communication of the conscious and unconscious minds. The conjunction of two organisms without the loss of identity • Child • Superman – beyond human • Hero • Great Mother - either good or terrible • Wise Old Man • Trickster • The Puer Aeternus(Latin for "eternal boy") • The Cosmic Man - appears in creation myths of a wide variety of mythology. Generally he is described as helpful or positive, and is also frequently the physical basis of the world, such that after death parts of his body became physical parts of the universe

7. Marketing Applications • “The work of Jung is presently in vogue with a culture starved for inner experience because this is what provides meaning in life.” –Marita Digney • Just another bee in the beehive • Importance of stories