Cinderella and Sleeping Beauty: Conscious and Unconscious Evaluation of Archetypes Used in Advertising and Movies - Results From an Experimental Study

This paper describes the principles and assumptions of Jung’s archetypal psychology, and analyzes the question of whether the use of archetypes influences the conscious assessment of commercials, brands, movies and unconscious approach reactions. Furthermore, gender differ-ences are discussed and the question of whether different personality types vary in the degree to which they are attracted by advertising and movies using typical archetypes. A laboratory ex-periment was conducted to test our hypothesis. In order to gain insight into the unconscious reac-tions of test persons, we also measured electrodermal reactions to explore arousal evoked by archetypal commercials and movies.

Citation:

Andrea Groeppel-Klein, Anja Domke, and Bartmann Benedikt (2005) ,"Cinderella and Sleeping Beauty: Conscious and Unconscious Evaluation of Archetypes Used in Advertising and Movies - Results From an Experimental Study", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 467-470.