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off to reveal the trademark bottle. The ad, saying “Absolut Revealed,” implicitly suggests the ways that lovers gradually strip to reveal their naked bodies and naked emotions. Absolut ads are refreshing for their subtlety with an archetype whose meaning is more typically expressed in very blatant and obvious ways. Their most famous and well-known ads—of the vodka bottle blending into the city skyline—reflect the Lover’s urge to merge and his or her love of beauty, and have a sensuality to them that is neither forced nor jarring. The Lover archetype is about passion—not only in our love lives, but also in our work. Chrysler picks up on this with an ad that states, “Without a soul, there’s just a shell. Without passion, these would just be cars.” The ad goes on to say, “Passion is such a strong emotion. It causes us to live, breathe and sweat our hearts out for the things in life we care about. For Chrysler, it’s about creating extraordinary cars. Cars born from breakthrough design and brought to life through innovative engineering.” What is nice about this ad is the realization that the Lover engages our souls, so that passion should infuse our lives. Joseph Campbell appealed to the Lover in all of us, inviting his readers to “follow your bliss.” Today, any number of self-help and career development books guide people in finding their own personal purpose by recognizing what they love to do. Hallmark Cards: A Lover Masterpiece Initially, Hallmark thought of greeting cards as expressing thoughts that were awkward or difficult to articulate. Our insights from heavy card buyers helped the company fine-tune this goal. We discovered that people searched for cards when they wanted to express very specific feelings about the relationship—to communicate something so personal and particular to the self-knowledge of two people that the card was like a gift, the most personal kind of gift. For example, people liked to hunt for cards that demonstrated their knowledge of the recipient—a card with a kitten because their friend likes cats or a card with a message that reveals something real about their mother, father, brother, sister, husband, wife, child, or friend. Finding the card that is just right says, “You are special to me. I notice

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype