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What is an Archetype?

An Archetype can be thought of as a model after which other things can be patterned, a prototype or a permanent underlying structure. We can discover archetypes by analyzing and understanding what Dr. G. C. Rapaille, Chairman of Archetype Discoveries Worldwide™, has identified as the "collective cultural unconscious". This collective cultural unconscious can be further defined as a pool of shared imprinting experiences that unconsciously pre-organize and influence the behavior of a culture.

To further understand the imprinting concept, we look at the human brain, which has billions of potential connections, similar to that of a worldwide telephone communications network. Put very simply by Dr. Rapaille, "You have all the potential connections of the network, but you don't have the telephone number. The first imprint is pre-organized by the culture. Emotion is the energy that is necessary to create the imprint and produce the neurotransmitters in the brain."

Once the first experience creates an imprint, it must be repeated and reinforced. Because language is the first level of crystallization of the imprint, we can see that these first imprints, which are inherited, are essentially pre-organized by the culture. Of course, there is a window in time for the first imprint to occur. This occasionally varies from one culture to another just as the emotion (energy) varies from one culture to another.

The primary objective of the Archetype Discovery process is to go back to the first imprint and decode the "logic of emotion" which created the imprint. The analysis process then looks for the patterns and commonalties of the culture being studied. Once the pattern is found, we have discovered the archetype. n

Decoding the Human Message

There is, however, a logic in these emotional responses which can be understood by using the right tool - an Archetype Discovery.

The emotional energy created during your first experience with a given product determines a pattern of behavior to be used throughout your entire life in relation to this product. These experiences, which are the essence of all our behavior, vary from culture to culture. The permanent underlying structure of these experiences, deeply rooted in our unconscious, is the key to understanding fully what people do and why. This structure is the Archetype.

If we can understand the Archetype, we can meet people's unspoken needs when we are creating new products, advertising campaigns, designing training programs, or predicting how people are going to respond to political issues. n

Every Market Has an Archetype

To know the Archetype, or logic of emotions, is to have crucial information on what motivates people from different cultures to act the way they do. Just as Champollion, the nineteenth century French scholar, decoded hieroglyphics and revealed their message, and just as the microscope has revealed a world that formerly was not known to exist, Archetype Discoveries, by examining the collective unconscious, reveals the unspoken needs of people in a given culture.

It is obvious that people cannot tell you about their unconscious needs, but it is also obvious that this unconscious is the most important factor in their decision making process. Companies that do a lot of market research, and rely on opinion polls, admit the results are often confusing and contradictory.

People often say one thing and do another. Companies communicate rationally, often creatively, within their markets, but people respond emotionally and unpredictably. It somehow doesn't make sense. n