In historical works , dating to the 2nd century AD, depicts the
Judgement of Paris that caused the overall plot and events of the
Iliad. Archetypes have been cited by multiple scholars as key figures within both
ancient Greek and
ancient Roman culture. Examples from ancient history include the
epic works
Iliad and
Odyssey. Specifically, scholar Robert Eisner has argued that the
anima concept within Jungian thought exists in prototype form within the
goddess characters in said stories. He has particularly cited
Athena, for instance, as a major influence. In the context of the
medieval period,
British writer
Geoffrey Chaucer's work
The Canterbury Tales has been cited as an instance of the prominent use of Jungian archetypes. ''
The Wife of Bath's Tale in particular within the larger collection of stories features an exploration of the bad mother
and good mother'' concepts. The given tale's plot additionally contains broader Jungian themes around the practice of magic, the use of riddles, and the nature of radical transformation. In British intellectual and poet
John Milton's epic work
Paradise Lost, the character of
Lucifer features some of the attributes of an archetypal
hero, including
courage and force of will, yet comes to embody the
shadow concept in his corruption of
Adam and
Eve. Like the two first humans, Lucifer is portrayed as a created being meant to serve the purposes of
heaven. However, his rebellion and assertions of
pride set him up philosophically as a dark mirror of Adam and Eve's initial moral
obedience. As well, the first two people function as each other's
anima and
animus, their
romantic love serving to make each other psychologically complete.
In modern popular culture co-protagonist Rick Blaine has been seen through Jungian analysis as a classic hero'', the character being in one of the most memorable
love triangles in film. Archetypes abound in contemporary artistic expression such as films, literature, music, and video games as they have in creative works of the past. These projections of the collective unconscious serve to embody central societal and developmental struggles in media that entertain as well as instruct. Works made both during and after Jung's lifetime have frequently been subject to academic analysis in terms of their psychological aspects. The very act of watching movies has important psychological meaning not just on an individual level, but also in terms of sharing mass social attitudes through common experience. Films function as a contemporary form of myth-making. They reflect individuals' responses to themselves as well as the broader mysteries and wonders of human existence. Jung himself felt fascinated by the dynamics of the medium.
Film criticism has long applied Jungian thought to different types of analysis, with archetypes being seen as an important aspects of storytelling on the silver screen. A study conducted by scholars
Michael A. Faber and
John D. Mayer in 2009 found that certain archetypes in richly detailed media sources can be reliably identified by individuals. They stated as well that people's life experiences and personality appeared to give them a kind of psychological resonance with particular creations. Jungian archetypes have additionally been cited as inflecting notions of what appears "
cool", particularly in terms of youth culture. Actors such as
James Dean and
Steve McQueen in particular have been identified as rebellious outcasts embodying a particular sort of Jungian archetype in terms of masculinity.
has been seen through Jungian analysis as a shadow'' figure. Contemporary cinema is a rich source of archetypal images, most commonly evidenced for instance in the hero archetype: the one who saves the day and is young and inexperienced, like
Luke Skywalker in
Star Wars, fulfills three roles in terms of archetypes: the
father, the
hero, and the
idealist. In terms of the former, he has been described "the purest archetypal father in the movies" in terms of his close relationship to his children, providing them with instincts such as
hope. In the original
Star Wars trilogy, the characters Luke Skywalker and
Darth Vader represent the archetypes of hero and the shadow, respectively. In marketing, an archetype is a genre to a brand, based upon symbolism. The idea behind using brand archetypes in marketing is to anchor the brand against an icon, already embedded within the conscience and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify. Twelve archetypes have been proposed for use with branding: Sage, Innocent, Explorer, Ruler, Creator, Caregiver, Magician, Hero, Outlaw, Lover, Jester, and Regular Person. ==Criticism==