There are 12 archetypes
Jung assumed that we all have different qualities within us, but they are in every human being differently pronounced are. These traits affect our behavior and the way we think. According to Jung, there are twelve archetypes. They, in turn, are divided into four main categories: Order, Fulfillment, Opportunity, Connection. Four categories describe the needs that each of us has. The degree to which they are pronounced varies from person to person. Here you will find an overview of all twelve archetypes:
Order (provide structure)
The ruler has a strong need for power and control. He has a lot of confidence and is very good at taking responsibility and making decisions. For example, in Greek mythology, this archetype is personified by the god Zeus.
The Creator reflects our creative and inventive side. He has a need to create something new and has a great sense of invention. To this end, it is ready to push boundaries.
- risk taking
The guardian feels especially resilient and strong. He feels the need to care for his fellow man and wants to do good. His compassion, help, and concern come from the need to control and influence. In Greek mythology, this archetype is represented by the goddess Hera.
- caring, caring
Fulfillment (longing for paradise)
The sage is especially inquisitive and has a great thirst for knowledge. He wants to understand connections and is constantly looking for new knowledge. He tries to gather information, gain insight, and thus try to bring clarity to his world.
The explorer strives for freedom and constantly needs diversity. He is brave and willing to experiment, does not like stillness, monotony and boredom. Not at all comfortable with the rules and restrictions. Needs free development.
The innocent believe in karmic justice and are in dire need of harmony, peace and security. Usually avoids conflicts and tries to please others. He is driven by optimism and self-confidence.
- in need of harmony
Chance (leave a trace)
The hero has a great need to prove himself. He wants to convince others that he is capable, competent and able to outdo himself. He is reliable, courageous and has a positive effect on the environment. Likes to be a role model.
The sorcerer (magician) sees untapped potential everywhere and feels the need to turn everything into something great. He strives for self-realization and inspiration, he is a true visionary. He is constantly developing his world.
A rebel has no problem breaking rules, rules and traditions. He does not accept boundaries and limitations and is against all arguments. He is driven by various needs such as freedom, change, improvement of the world and control. However, with this attitude, he takes offense and has difficulty adapting.
- swims against the tide
Connection (maintaining relationships with others)
A lover knows how to enjoy the most wonderful things in life. She can fully surrender to sensuality and bloom with delicate accents, romantic fragrances, delicate flavors and breathtaking aesthetics. He has a great need for devotion and finds great joy in relationships and love.
The jester has a great need for company and loves the company of other people. He feels connected with other people, understands them and gives them a good, comfortable feeling.
Everyone has a great need to belong. It helps us to adapt and be kind to other people. It makes us available to other people. If this archetype is strong, you can quickly become satisfied with people and neglect yourself.
- Down to the ground
This is how you find your dominant archetype
All twelve archetypes are present in every human being. But here they are some more pronounced than others. In one, then, there are particularly dominant archetypes. Of course, it can always change which archetype is very present in you, but most people have some basic values or basic life motivations.
Do you want to know which archetypes are especially dominant in you? Then ask yourself the following question: What am I striving for the most in my life?
- Order (It is important to me that I have stability and structure in my life.)
- fulfillment (Being independent and finding personal happiness is important to me.)
- change (I am committed to continuous development and overcoming new challenges.)
- connection (It is important for me to bond with other people and be liked by others.)
Once you’ve found your main underlying motivation, you can see which archetype from this category best describes you. If you are unsure, you can also ask for an assessment from someone around you. If you’re dealing with your archetypes, it always has something to do with it self-reflection to do. You can understand your character better and be aware of your needs. This could be the first step towards personal progress to be.
Archetypes in advertising
Archetypes are not only in ourselves. They are also triggered by all sorts of things in our environment. This marketing uses it and targets it by the concrete advertisement on specific archetypes in us. In your next TV commercial, pay attention to which brand triggers which archetype in you.
- ads for softener they are associated primarily with the archetype of love. They give a sense of a cozy, soft and fragrant place that gives a sense of security.
- advertising for baby food targets an innocent archetype. She is caring, optimistic and perceived as very reliable.
- advertising for sustainable brands is usually associated with the hero of the archetypes. He has a strong will and wants to make the world a better place.
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Sources used: blog.hubspot.de, thought-world.de