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ing kids here and there, arranging play dates and parties, maintaining harmony in the household, and, at the same time, holding down jobs of their own. Their commitment to order, stability, and control makes it all possible. Countless advertisers have discovered these same tendencies (although they probably don’t understand the deeper roots of the Ruler archetype, especially in the context of harried moms!). In response, they have jumped on a bandwagon of “lifestyle” brand positioning and advertising that shows women dashing here and there but heroically holding it all together. However, our research reveals that Ruler moms don’t necessarily need that part of themselves reflected or validated—they are well aware of what their lives are like and all that they have to do! More importantly, deeper archetypal analysis indicates that new “burgeoning” identities and tendencies—dormant urges that speak to the person she wants to become when all the pressure subsides—the little voice that says, “What about me?!”—do need critical support and validation. Deep within many of these women are strong Creator urges, perhaps visible now only through occasional artistic projects or a “self-indulgent” visit to a crafts show. Within others are strong strains of Sage tendencies, as they unconsciously begin to integrate and make sense of the experience of their years. And within others are powerful Magician urges and capabilities, as they silently prepare for a time when they can transform aspects of their home, their marriage, and their community or, perhaps, themselves. So it is no wonder that Martha Stewart, by dignifying and reinforcing the Creator urge; Oprah Winfrey, by validating and supporting the Sage; and numerous spas and self-help books have become powerhouse industries. At the same time, it is no wonder that so many brands that have jumped on the obvious “soccer mom” lifestyle bandwagon have become undifferentiated also-rans. Often, the equivalent of these dormant urges exists in the entire culture, creating an enormous need—and an opportunity. It could be argued that during the go-go eighties in America, the Creator archetype was less esteemed in our entire culture—which instead favored the Ruler ethos: control, responsibility, and success. So Martha’s determination to swim upstream with the concept of domestic

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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