Özet:

The “archetype” concept used by Carl Gustav Jung for the first time in psychology, is constitute of the collective consciousness. Archetypes, which guide the individual’s life in the direction of hereditary tendencies and are part of the common consciousness, are universal forms of thinking that carry intense emotional items and energies. Brands are also revived with human characteristics in mind. Each brand has an image and a certain personality that carries this image. For this reason, all of the characters used in advertising are regarded as archetypes lying under common consciousness and familiar to every segment of the society. The brands that they describe through sensory archetypes they want to spend on, aim to create a cultural belief and lifestyle outside their service. This communication based on archetypes is also conceived to have an effect on the emotional components in the direction of the social characteristics and the personality characteristics of the consumers. In this study, whether Jung’s archetypal approach was consciously used in contemporary commercial films was evaluated comparatively with content analysis using qualitative method in the context of selected sample commercial films.

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