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...