Post-global advertising. The archetypal approach

New electronic media and communications tools have created a post-global world in which society has lost its meaning and is trying to rediscover or redefine itself.

Post-global advertising

The archetypal approach

Ross Heaven shows how advertisers may employ Jungian archetypes to find an anchorage in a confused and uncertain world

WITH THE Internet, the Web, cable, satellite and digital communications, the western world entered the post-global society some time ago. Now we are trying to make sense of what we have created.

Potentially millions of images, bits and bytes of information, hit us every day. People know more - in 'globs' of fast-response, drive-through information or 'info-slices' - but we rarely know the full story. Instead, we consume the world in pieces, never seeing the...

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