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The Explorer


The archetypal Amazon name also conjures up images of the legendary warrior women of ancient Greece, providing an association with great feminine power. A majority of readers are female, and many (though, of course, not all women) channel their desire to seek out new experiences and find their identities less into hitting the road than into hitting the books. The name, then, also has a particular appeal for women. By this time, it may go without saying that the image of the Amazon is deeply archetypal. So it is not surprising that one of the first companies to establish a true brand identity on the Web did so, in part, by adopting an archetypal name that evoked an appropriate meaning. What country makes the most supportive home for the Explorer? One could make a case for Australia, but all in all, the United States is the quintessential Explorer-brand country, with its immigrant heritage and emphasis on political rights. The country was founded on the Declaration of Independence, asserting each person’s right to “life, liberty, and the pursuit of happiness.” Even the Constitution was carefully drafted to provide checks and balances to be certain that no part of the government would gain enough power to curtail freedom. U.S. history begins with the Pilgrims, and its dominant mythology is captured in the settling of the West. The slogan “Go west, young man” that sent young men (and women) out to settle the West gave a literalness and direction to the restless ambition of the American character. Part of the attraction of American exports, then, is the spirit of the Explorer archetype. Whether it is a teenager in China buying a can of Pepsi or someone in Romania finding a pair of black-market Nikes, part of what they are buying is a small and fleeting sense of freedom and possibility. The Explorer Goes Global In an increasingly global marketplace, it is important to remember that not every country shares the Explorer’s values, either because of political limitations or because of the pure force of culture. Asian and Latin American cultures, for example, tend to be far more relational and affiliating, placing greater value on the group than on the indi-

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype