ADV 319 Study Guide - Midterm Guide: Mother Goddess, Analytical Psychology, Frugality
Document Summary
Personality theories + key components of each/limitations/current uses. Ego - notion of reality principle ( reality / yourself) Superego - your conscience, logic (angel, morality) Current uses: people channel their unacceptable desire into acceptable outlets when they use products that signify these underlying desires. This is the connection between product symbolism and motivation: the product stands for, or represents, a consumer"s true goal, which is socially unacceptable or unattainable. Collective unconscious (inherit memories from our ancestors, shared among beings of the same species) results in archetypes (common object thing/situation) (we all have symbols that we inherit) Young & rubicam uses concept of archetypes in its brand. Limitations: vague and limiting, not everything falls under an archetype; not well defined or clear. Current uses: the company young & rubicam. Personality traits: identifiable characteristics that define a person. Materialism - need for physical items to attain happiness. Ex: mad men: emotionally sensitive and intellectually curious.
