Reflections from a Collectivist Culture: A Qualitative Analysis on Archetypal Characters

Abstract

The current study aims to reveal the meanings associated with archetypal characters (Creator, Magician, Sage, Caregiver, Innocent, Lover, Hero, Ruler, Outlaw, Everyman/woman, Explorer, Jester) by the young Turkish consumers. Since they embody potent meanings and values, these images when triggered may provide brands with the short-cuts to create an effective communication with the consumers. However, they are not immune to cultural impacts. Therefore, to have a deeper understanding of the archetypal meanings necessitates looking at other geographies than the West where archetype theories are born. Yet, little is known. This study attempts to expand the literature by exploring the mental associations regarding the 12 archetypal characters from a collectivist culture perspective. The results of the study show that the definitional frameworks of the participants in terms of archetypal characters are distinct from the Western culture.