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The Lover


vocation of gourmet indulgence and real intimate connection. Barilla consumers are portrayed as real gourmands, enjoying pasta as a sensory experience. Years ago, for example, Barilla ran a commercial, developed by Young & Rubicam, that depicted an elegant and successful-looking man coming home from a long trip to find a party going on at his home. He spots his beautiful wife across the room, smiles, makes eye contact with her, and then signals with his hands that what he really wants is spaghetti. It’s clearly implied that the pasta and time alone with her are his main desires, instead of attending the glamorous gathering that’s going on. At Barilla, as in many family-owned businesses, work has an intimate quality to it, at least at the top. Beautiful art is on the walls, famous artists and designers have been involved in the design of the firm’s packages, and company headquarters is in the Italian countryside. It is no accident that this Lover archetype company is based in Italy—which may be (next to France) the Lover capital of the world. The Barilla family lives what its ads portray. The family embodies a zest for life and a capacity to live beautifully. The brand that can capture this almost transcendent quality in everyday sensory life can be irresistible to consumers who may ordinarily feel as if their bodies were taxis carrying their minds around. Taste, touch, and smell are related to the Lover’s capacity to savor life in a sensory way. The Lover informs many successful therapy and consulting practices whose success depends on the ability to help people feel safe enough to be vulnerable, on superb communication skills, and on a close and trusting relationship with the client. Even in companies whose primary values emerge from another archetypal perspective, the Lover archetype may be required in times of rapid change or when people are fearful. At such times, team building is not so much about helping people to play their roles better (as on a winning athletic team), but rather, it involves getting people to know one another well enough to develop real trust. Such organizational interventions help diverse populations move beyond superficial differences to relate to the more intimate reality of another complex human being, with dreams and aspirations not unlike one’s own. In terms of archetypes, the interventions are related to classic movies such as Dirty Dancing or Guess Who’s Coming to Dinner, wherein love triumphs over divi-

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype