Viewers (N = 312) were randomly assigned to rate one of three sets of 10 symbolic images (M = 30). Exploratory and confirmatory factor analysis reduced 57 evaluative items down to eight archetypes, a factor-structure that replicated across the three sets of images. Exploratory and confirmatory factor analysis reduced 30 images down to four belief structures, factors that replicated across the eight archetypes. Correspondence analysis was used to map the images and items upon two dimensions of orienting that assessed relevance. The two dimensions of orienting were spatial focus and event focus. The spatial focus dimension consists of a self-to-environment continuum. The event focus dimension consists of an avoid-to-approach continuum.
BuckR. (1988). Human motivation and emotion (2nd ed.). New York, NY: Wiley.
3.
BuckR. (1999). The biological affects: A typology. Psychological Review, 106, 301–336.
4.
BuckR. (2002). The genetics and biology of true love: Prosocial biological affects and the left hemisphere. Psychological Review, 109, 739–744.
5.
BuckR.GinsburgB. (1997). Communicative genes and the evolution of empathy: Selfish and social emotions as voices of selfish and social genes. Annals of the New York Academy of Sciences, 807, 481–483.
6.
BuckR.VanLearC. A. (2002). Verbal and nonverbal communication: Distinguishing symbolic, spontaneous, and pseudo-spontaneous nonverbal behavior. Journal of Communication, 52, 522–541.
7.
CampbellJ. (1949). The hero with a thousand faces. Princeton, NJ: Princeton University Press.
CorlettJ.PearsonC. S. (2003). Mapping the organizational psyche: A Jungian theory of psychological dynamics and change. Gainesville, FL: Center for Applications of Psychological Type.
10.
FaberM. A.MayerJ. D. (2009). Resonance to archetypes in media: There's some accounting for taste. Journal of Research in Personality, 43, 307–322.
11.
GoodmanR.DukeL.SutherlandJ. (2002). Olympic athletes and heroism in advertising: Gendered concepts of valor?Journalism and Mass Communication Quarterly, 79(2), 374–393.
12.
GreenacreM. J. (1984). Theory and applications of correspondence analysis. London, UK: Academic Press, Inc.
13.
HamiltonM. A. (1997). The phase interfaced omnistructure underlying the processing of persuasive messages. In BosterF. J.BarnettG. (Eds.), Progress in communication science. New York, NY: Ablex Publishing.
14.
HamiltonM. A. (2012). Verbal aggression: Understanding the psychological antecedents and social consequences. Journal of Language and Social Psychology, 31, 1–8.
15.
HamiltonM. A.BuckR.Chory-AssadR. M. (2004). Commentary. Communication Monographs, 7, 122–125.
16.
HamiltonM. A.BuckR.ChoryR. M.BeattyM. J.PatrylakL. (2008). Individualistic and cooperative affect systems as determinants of aggressive or collaborative message choice. In BeattyM.McCroskeyJ. (Eds.), Advances in communication research: Biological perspectives (pp. 227–250). Cresskill, NJ: Hampton Press.
17.
HamiltonM. A.MineoP. (1998). Personality and persuasibility II: Testing a multidimensional model of belief systems. Paper presented to the International Communication Association, Jerusalem, Israel.
18.
HamiltonM. A.NowakK. J. (2005). An empirical analysis of trends in theory, methods, process, and research domains. Journal of Communication, 8, 85–110.
19.
HamiltonM. A.SunH. (2005). Ad effectiveness and the positioning of self. Ideal brand and brand image. Paper presented to the Department of Communication Sciences, University of Connecticut, Storrs, CT.
20.
HoffmanD. L.FrankeG. R. (1986). Correspondence analysis: Graphical representation of categorical data in marketing research. Journal of Marketing Research, 23, 213–227.
21.
HunterJ. (1980). Factor analysis. In MongeP. R.CappelleJ. N. (Eds.), Multivariate techniques in human communication research (pp. 229–258). New York, NY: Academic Press.
22.
HustonH. L.RosenD. H.SmithS. M. (1999). Evolutionary memory. In RosenD. H.LuebbertM. C. (Eds.), Evolution of the psyche (pp. 139–149). Westport, CT: Greenwood Publishing Group (Praeger).
23.
JohnsN.GyimothyS. (2002). Market segmentation and the prediction of tourist behaviour: The case of Bornholm, Denmark. Journal of Travel Research, 40(3), 316–327.
24.
JungC. G. (1959). The archetypes and the collective unconscious. In The collected works of C. G. Jung (2nd ed.;Vol. 9(1)). Princeton University Press: Bollingen series XX.
25.
JungC. G. (1964). Man and his symbols. London, UK: Aldus Books Limited.
26.
JungC. G. (1985). Practice of psychotherapy. HullR. F. (Trans.). Princeton, NJ: Princeton University Press.
27.
MacAdamsD. P. (1993). The stories we live by: Personal myths and the making of the self. New York, NY: Guilford.
28.
MacLeanP. (1970). The triune brain emotion and scientific bias. In The neurosciences: Second study program (ed.). New York, NY: Rockefeller University Press.
29.
MaloneyA. (1999). Preference ratings of images representing archetypal themes: An empirical study of the concept of archetypes. Journal of Analytical Psychology, 44, 101–116.
30.
MarkM.PearsonC. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. New York, NY: McGraw-Hill.
31.
NeherA. (1996). Jung's theory of archetypes: A critique. Journal of Humanistic Psychology, 36, 61–91.
32.
OsgoodC. E. (1962). Studies on the generality of affective meaning systems. American Psychologist, 17, 10–28.
33.
OsgoodC. E. (1964). Semantic differential technique in the comparative study of cultures. American Anthropologist, 66(50), 171–200.
34.
OsgoodC. E.SuciG.TennenbaumP. H. (1957). The measurement of meaning. Urbana, IL: University of Illinois Press.
35.
PappasC. (2002, July 10). Ad nauseam. Advertising Age, pp. 16–18.
36.
PearsonC. S. (1991). Awakening the heroes within: Twelve archetypes to help us find ourselves and transform our world. San Francisco, CA: Harper San Francisco.
RandazzoS. (1993). Mythmaking on Madison Avenue: How advertisers apply the power of myth and leadership to create leadership brands, Chicago, IL: Probus.
39.
RosenD. H.SmithS. M.HustonH. L.GonzalezG. (1991). Empirical study of associations between symbols and their meanings: Evidence of collective unconscious (archetypal) memory. Journal of Analytical Psychology, 36, 211–229.
40.
SchererK. (1984). On the nature and function of emotion: A component process approach. In EkmanP.SchererK. (Eds.), Approaches to emotion (pp. 293–316). Hillsdale, NJ: Erlbaum.
41.
StevensA. (1982). Archetypes: A natural history of the self. New York, NY: William Morrow and Company.
42.
WertimeK. (2002). Building brands and believers. How to connect with consumers using archetypes. Singapore: John Wiley and Sons (Asia) Pte Ltd.
43.
ZaltmanG. (2003). How customers think: Essential insights into the mind of the market. Understanding the mind of the market (pp. 27–71). Boston, MA: Harvard Business School Press.
