Wednesday, May 18, 2011

The Hero and the Outlaw (1-47)

As we discussed in class, our last text will probably be the easiest (and most enjoyable) for you to read. Our first two texts have given us a solid background in archetypes, and in The Hero and the Outlaw, Mark and Pearson apply that information to a specific context: advertising.
For this first post of the text, read the first 47 pages and find a quote that helps answer the following question: "How do archetypes affect our consciousness?"
Then, briefly skim the rest of the book to get a sense of how Mark and Pearson structure their analysis.

21 comments:

  1. Yadhira Moreno

    The quote that I chose that helps explain how archetypes affect our consciousness is that of "... Then all meaning was in the group, in the great anonymous forms, none in the self-expressive individual; today no meaning is in the group-none in the world; all is in the individual" (p. 36).

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  2. In response to the question, "How do archetypes affect our consciousness?", the quote I selected is from page 31, "Perhaps the underlying reason that archetypes are so enduring is that, in essence, they reflect our inner realities and struggles".

    Christine Hadwar

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  3. The quote I found was on page 14 “Archetypal images signal the fulfillment of basic human desires and motivations and release deep emotions and yearnings".

    Felicia Contreras

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  4. One quote I found, “Of course, people derive meaning in their lives primarily from their faith, their families, or their sense of purpose. If they do not do so, their lives will have a void that commerce can never fill. (Mark & Pearson, pg 45).

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  5. "Imprints, hardwired into our psyches, influence the characters we love in art, literature, the great religions of the world, and contemporary films. Plato called these imprints "elemental forms" and saw them as the idea structures that formed a template for material reality. Psychiatrist C. G. Jung called them "archetypes."(pg. 11)
    Tony A.

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  6. Two quotes I found interesting by Mark and Pearson on "How archetypes affect our consciousness?" are; "Archetypes [...] reflect our inner realities and struggles" (31). In addition, Archetypes express a person consciousness by portraying how people "think, feel, want, and stand for" (36). Ultimately people rely in their inner self to relate to archetypes.

    Jose Bolanos

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  7. "When archetypes are active, they evoke deep feelings. Sometimes those feelings have a spiritual resonance. In our reliious traditions, foods take on numinous significance"(20).

    Anthony Castro

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  8. "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." (P.21)
    Nancy Bejar

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  9. I like this reading because I feel it touches on current topics that I can relate to. I also feel it works closely with the advertisement issues (or success) discussed in “Fast Food Nation”. I found I could relate to different sections in the reading. Archetypes can be found everywhere and for those that want to go against the mold, guess what, there is an archetype for you as well because, “they reflect our inner realities and struggles”. When it discussed brands and focused on Volkswagens I thought, yup I have owned a bug once in my life :) A quote that stood out was, “Archetypal images signal the fulfillment of basic human desires and motivations and release deep emotions and yearnings. Why do you suppose our hearts leap up, our throats choke, or we begin to cry at certain points”. This quote made me laugh because I have even found myself at the gym (of all places) on the treadmill with watery eyes because of a .60 second long commercial played on the monitor. I don’t mean to have an “appetite for brands” but the power of archetypes has affected those of all ages, even children. A good example given was, “A child hugs a teddy bear and feels loved. Actually, the bear is just an inanimated object. It does not love the child. But it does represent the love of the child, and the child releases his or her own love in the hugging”. I find this to be “extraordinary”.
    -Kimberlina Rodriguez

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  10. I believe a good quotes that supports the question of how archetypes affect our conscious is "imprints hardwired into our psyches, influence the characters we love in art, literature, the great religions of the world, and contemporary films".(page 11)

    Denise Sanchez

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  11. A good quote that answers the question is "archetypes mediate between products and customer motivation by providing an intangible experience of meaning" (17).

    Adam Eaton

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  12. In response to the question, I found the following quotes:
    “Archetypes are the “software” of the psyche. One archetypal program or another is active and engaged at all times. [..] . These are archetypes can be seen as the “default mode: for such individuals, just as an e-mail or word processing program might be the default mode on our computers.” (pg.35)
    “Sometimes archetypes emerge because we are in a certain phase in our life that evokes them: The child becomes a teenage and suddenly experiences the Explorer’s need to be different- to separate from the parent’s and learn about the greater world.” (pg.35)

    Maria Madera Herrera

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  13. The two quotes I choose are the following: "Archetypes are powerful forces in the collective and individual psyche(pg 33)," and "Once you name an archetype, you can choose whether and how to express it in your life, your work, and your marketing strategies (pg 34)."

    -Janette Lopez

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  14. The quotes I choose are: "Perhaps the underling reason that archetypes are so enduring is that, in essence, they reflect our inner realities and struggles" (p.31), "archetypes are the "software" of the psyche" (p.32), and "sometimes archetypes emerge because we are in a certain phase in of life that evokes them" (p.32).

    By Alessandra Hoyte

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  15. The quote I found was " Archetypes are powerful forces in the collective and individual psyche" pg.33

    Lizeth Ramirez

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  16. One quote I chose was on page 32:

    "Archetypes are the 'software' of the psyche. One archetypal program or another is active and engaged at all times"

    And there was another on the same page I found interesting as well:

    "Like software, archetypes lie dormant in the unconscious until they are opened or awakened."

    - April Joy Garcera

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  17. Archetypal I thought these quotes explained it quite well.
    “An archetypal product identity speaks directly to the deep psychic imprint within the consumer, sparking a sense of recognition and of meaning.” (Mark & Pearson, 2001 p. 14)
    “Archetypal images signal the fulfillment of basic human desires and motivations and release deep emotions and yearnings.” (2001, p. 14)
    Lauri Slocumb

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  18. There were several quotes that I found interesting by Mark and Pearson, “In ancient Greece and Rome, archetypes formed the basis of myths, in which they were depicted as gods and goddesses” (19), and “When archetypes are active, they evoke deep feelings. Sometimes those feelings have a spiritual resonance. In our religious traditions, foods frequently take on numinous significance-e.g., the “bread” and “wine” in Christian Communion or the Paschal Lamb in the Jewish Seder” (20).
    JORGE DE JULIAN

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  19. The quote I found was on page 14 “Archetypal images signal the fulfillment of basic human desires and motivations and release deep emotions and yearnings".However, someone already posted this quote.
    -shyanna atkinson

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  20. I think this quote answers the question how archetypes affect our consciousness, "Perhaps the underlying reason that archetypes are so enduring is that, in essence, they reflect our inner realities and struggles" (P. 31).

    Shawnie Speer

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  21. “Archetypal images signal the fulfillment of basic human desires and motivations and release deep emotions and yearnings" (14). These are conscious emotions, feelings, and actions that archetypes in everyday life can have an effect on.
    Jen Scarbrough

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