Saturday, February 26, 2011

Post for Feb 28

Hello All,

I hope you're enjoying The Hero and the Outlaw; unlike Eliade's original theories in The Myth of the Eternal Return, Mark and Pearson have written this text to have direct application to the real (a.k.a., capitalist) world.

For this post, read pages 1-48, and choose one quote you find interesting or insightful. Post the quote (with the page number), and give a brief explanation as to why you chose this specific quote.

Enjoy the rest of your weekend!


  1. Jung suggested that “all human being share a common psychic heritage that undermines apparent differences of time, space and culture” (Mark & Pearson, 2001, p. 31), meaning that we have seen the same themes and stories play out repeatedly throughout time and around the world; therefore, our “psychic heritage” is “both timeless and universal” (Mark & Pearson, 2001, p. 31). I think this quote is interesting because our heritage comes from the traditions we have in terms of what we eat, what we wear, and how we cherish and respect our beliefs (i.e. faith, spiritual energy, nature, etc.). - Zully

  2. Rogelio Alvarado
    Mark and Pearson state, “While the archetypes are universal, the “valance” surrounding them changes on a cultural basis. In the United States, for instance, a shared value of individualism reinforces the Explorer archetype with a emphasis of discovering and expressing one’s own uniqueness. Other cultures are more relational. In Latin America, children live with their parents until they marry. The culture reinforces fidelity to family and community over individualism” (p. 40). I like this quote because I find interesting as it compares and contrast two different styles that cultures carry when developing, growing as a family to plan the future, and it also distinguishes them apart but successfully. Personally I can relate to both of them and have the option of doing one or both since the archetypes are common.

  3. Cristina Elizondo
    Mark and Pearson stated that "most of us want very much to be liked and to belong to a group. At the same time, we also want to be individuals and go our own way" (p.14), I find this to be true in myself. The biggest problem I have is going shopping because I want to be trendy but I don't want to look like a replica of someone else. It is interesting to know that companies know this idea and try to make things so that people always feel included and individualized at the same time.

  4. Due: 02/28/2011

    Ashley Corvera
    Quote: “Brands are as much a part of our daily lives as our workplaces and neighborhood landmarks” (Mark and Pearson 1).

    I chose this quote not for convenience since it was the first sentence of the chapter, but because the statement grabbed my attention. As much as people may not see it brands are everywhere, common, and familiar; just like the quote suggests. Brands present a preference to what people like. If someone likes a particular brand they will favor that brand and consider the brand to be the best. People are drawn to the familiar and like those who are similar to them.

  5. Mark and Pearson state " A young man may be ready for adventure, but that desire may remain latent until triggered by an ad for a car, an airline, or a motorbike. Soon he purchases a vehicle that will serve as the trusty steed on his adventure"(p.33).I chose this quote because it demonstrates the power of advertisements. Advertisements are everywhere from benches to billboards, television, and magazines. Advertising may influence people by letting them think thats what they really want or need. They really stretch and twist the truth, just to convince people to buy their product.

  6. Chika Nwanonenyi

    "In a way, archetypal meaning is what makes brands come to alive for people" (p. 21)

    I chose this quote because Mark and Pearson are right, archetypes or universal themes is what makes are the flesh and blood that make a brand sell.I mean an individual is more inclined to hang onto something that they can relate to; it is more likey to catch their attetion than something they have no connection to. This is truly the heart of marketing as well as a good strategy for marking. Just look back as to why we wear the clothes wee wear, the movies and shows we watch, and the products we use. They all have a brand name and we only utilize the brands that we think our worthy.

  7. Francisco Hernandez
    The quote I found to be interesting is in page 1: “Brands are as much a part of our daily lives as our workplaces and neighborhood landmarks.” I agree. Mostly everything we see has a brand. I found going to the store interesting because there are always many different brands for an item. For example, I go to the store to buy a soda. There are many different brands of sodas; therefore, this becomes a harder decision to make. However, this decision making depends if you are shopping for the brand or for the soda. Example, there are generic brands that sell sodas that look closely the same to a Pepsi. Personally, I think that in the end we do not buy the product, but we buy the brand; especially when we buy the known brand, which is more expensive.

  8. Hilda Nieblas

    “Rather it depends on creating, nourishing, and continuously reinterpreting a unique and compelling identity or “meaning””(2)

    This quote was really interesting because I never really thought about human brands being like this. It really opened my eyes to what is really true about movie stars. Everyone in Hollywood has to become their own brand. It no longer is about the work they do or how talented they really are. In today’s society it really is about who is the bigger brand. Who has the most items with their name on it and the more they have the bigger brand they become. Now in days every star is representing some item and getting paid for it. The bigger brand they are the more people want to buy that item to seem that much closer to that “meaning” or person.

  9. Rosa Mendoza

    Mark and Pearson state that, "But once competition reached a certain threshold, every business- whether a multinational cola company or a neighborhood dry cleaner- encountered an new challenge. No matter how effective the company's manufacturing and distributive system, or how state of the art is dry-cleaning processes, it's competitors could imitate or duplicate them" (p.8). This quote got my attention because there is a lot of business competition in our society. For Example, there are some business that due imitate some products causing the original business that invented the original product to lose money. These businesses lose money because it's competitors sell the imitation product more cheaper, to people, which cause the original business to suffer.

  10. Bryce Rankins

    "The truth was that these brands had become phenomenally valuable not only because of their innovative features or benefits, but also because these properties had been translated into powerful meaning."

    I find this quote fascinating given the rest of the discussion on the page. As it turns out, it would seem that the concept of 'brand loyalty' was not so heavily followed until the 1980's. Mark and Pearson claim that the market changed a great deal when "mass over meaning" became the norm for advertising companies.
    It would seem that the concept of selling a product, at this point in time, must be more than simply selling the attributes of the product. You almost have to sell a lifestyle.

  11. Bryce - quote was from Page 9.

  12. Gonzalo heredia

    "Ivory is not merely associated with innocence; it embodies. Mothers was their children wash their children with Ivory not only to keep them safe from germs and irritating chemicals, but because Ivory just 'seems right' for precious infants and toddlers"(p. 8) I found this quote fascinating because it really shows the power of just the name of the brand by just using the significane of symbols.

  13. Melissa Sherman
    Mark and Pearson indicate, "Today the brand is repository, not merely of functional characteristics, but of meaning and value. But if we are to identify and effectively leverage the essential elements, or “immutables,” of our brands, we must become fluent in the visual language of archetypes." I have had my eyes opened this quarter, to how much thought goes into selling ideas, concepts and products. Marketing firms portray objects from the past that are familiar with consumers, in a new way, that will allow the purchaser of a certain item to feel comfortable immediately with the product offered because it is already familiar. Unknowingly, people are being manipulated, by those who have studied human behavior and human psyche. Manipulation is happening all of the time in a subtle way, just under the surface, and so without a discerning eye, humans are buying into the myth; buy my product to gain beauty, youth, weight loss or how we elect officials to lead us in our daily lives and affairs of the nation... simply by a product name, packaging or colors. It is my hope, that more people will become educated in the ways that marketing attempts to manipulate them, every day of their lives.

  14. Products grab-and keep-our attention for the same reason: They embody an archetype (p.5). I chose this quote because it made me realize how he are unconsciously fond of things things that resemble symbol. We may think we just something because it is our style but in fact many would like that same product or artifact because it resembles an archetype.

  15. Baleria A

    Quote: "Often, the best corporate logos echo ancient symbols. Apple's logo, for instance, evokes the first act of rebellion in the Garden of Eden, a powerful distillation of the brand's iconoclatic identity" (24).

    This quote from Mark and Pearson because they demonstrated the symbols of certain objects used due to history. Many people know the story of Garden of Eden and the symbol the apple had in the story.

  16. Maricela I.

    The quote that I found more interesting was on page 8. Mark and Pearson state, “But once competition reached a certain threshold, every business-whether a multinational cola company or a neighbourhood dry cleaner..[]. It's competitors could imitate or duplicate them. This quote was interesting because when we see around our community we see that there is competition everywhere, especially in businesses. It is also saying that there is always going to be something or someone that tries to imitate their companies brand or supplies. Most of the companies that imitate others sell there supplies for less money so they can get more clients.

  17. Calie

    The quote that I found interesting was about the explorer on page 71.Mark and Pearson state, "the Explorer goes out seeking a better world" and the journeys they are "experiencing are simultaneously inner and outer" (2001,p. 71).I found this interesting because as an Anthropology student I have to explore the past to understand past and current cultures.

  18. "advertising always has used archetypal imagery to market products" pg. 7
    I chose this quote because it is simple and straight to the point. We see advertisements on daily basis and we tend to be drawn to the advertisements that we find interesting or fitting for the product. The book uses the example of the jolly green giant as an archetype of growth and fertility. This will make us want to have what the Giant has.

  19. Sandra Y. Garcia

    “One expression of the intimacy that develops between customers and archetypal brands is how users tend to give these brands nicknames, signaling, as they would with fiends or relatives, a special, closer relationship” (Mark & Pearson, 22).

    I chose this quote because I noticed how it has a lot of truth behind it. Mark & Pearson give different examples of these nicknames including Coca-Cola being called “Coke” and McDonald’s being called “Mickey D’s.” I think that the more you use a certain brand, just like the authors have stated, you will develop a nickname for it. I don’t drink Coca-Cola and after reading this quote I realized I don’t call it “Coke.” I know people who love to drink this brand and they do call it “Coke.” However, I am a big McDonald’s eater and I do call it “Mickey D’s.”

  20. Ashly Anfield
    According to Margaret Mark, "Archetypes ennoble life by highlighting its meaning. For example, someone might feel attracted to another person without experiencing meaning, but the moment they connect with the love story, the archetype of the Lover is evoked and the world comes alive" (Mark and Pearson, 2001 p.21).
    I choose this quote, because I agree with this quote. Archetypes are universal, meaning that everyone can recognize and have a simular interpretation of that symbol. The example of the lover and love story that was used is true, because everyone wants to experience this love story. Many times this love story does help to bring a person closer togeter, even if they are only attracted the other person.

  21. Amber Gilliam

    "We could be the first generation of marketers to address timeless and universal human needs in a way that builds timeless, universal, commercially effective-- and psychologically constructive-- brands" (Mark and Pearson 45). I chose this because I believe this is something we should be doing all the time. We need to consider the messages people get from marketing.

  22. Jose Bolanos

    Quote: "When the next big story breaks we'll all be caught again" (Mark and Peason 3). I chose this quote because of it's validity. It's true that when something happens in the world people are in someway caught in the middle of the news story. For instance, People have help the relief efforts and watched closely the reports on the Earthquake and Tsunami in Japan.