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The Jester

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being stereotypical, milk would be proThe Jester moted as being good for you. Instead, this great campaign recognizes how Core desire: to live in milk can connect any of us with our the moment with full enfun-loving, mischievous inner child. joyment While all the “Got Milk” ads are Goal: to have a great great, some of the best show cookies, time and lighten up the not milk, allowing the viewer to see world cookies and inevitably want milk to go Fear: boredom or being with them. You cannot see an ad like boring that without it activating the kid part Strategy: play, make of you that does not associate even the jokes, be funny best coffee with cookies. The kid wants Trap: frittering away milk. one’s life Jester ads often cause us to laugh at Gift: joy situations that would ordinarily be sad, not humorous (like the comic slipping on a banana peel). One particularly vivid “Got Milk” ad showed a man in a whole body cast. His friends had tried to cheer him up by feeding him cookies. His plight— being unable to ask for milk—leaves the viewer identifying with the frustration of his situation and essentially asking for him. Such a brilliant ad involves the customer in solving the problem by empathizing with what it is like to wish for the product being sold and not get it. Rules Are Made to Be Broken Jesters are the archetype most helpful in dealing with the absurdities of the modern world and with faceless, amorphous present-day bureaucracies, partly because they take everything lightly and partly because they are happiest breaking the rules. The Jester’s politics are essentially anarchistic, as illustrated by Emma Goldman, the famous anarchist, The Jester also may be who said, “If I can’t dance, I don’t want known as the Fool, to be part of your revolution.” The trickster, joker, punster, Jester’s willingness to break rules leads entertainer, clown, to innovative, out-of-the-box thinking. prankster, practical joker, It also makes for a good brand identity or comedian. for things like fun foods that are not

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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