ARCHETYPES

Carl Gustav Jung felt that dreams provide dreamers with frequent opportunities to access archetypal material in ways that would address both their everyday concerns and their individuation process. Because archetypes are both symbolic and metaphorical in nature, they allow dreamers to tap into those universal themes that relate to their own processes.

The term “archetype” predated Jung, but he used it to refer to themes that were biological in nature, the result of evolution. As such, they had survival value, serving as a type of shorthand to help people navigate their way through life. Archetypes represent fundamental human experiences, which is why their appearance in myths and stories from one culture resonates with people in other cultures.

Examples in advertising:

• The Creator, e.g., Logo blocks.

• The Ruler, e.g., Rolex watches, Mercedes-Benz

• The Sage, e.g., Google

• The Explorer, e.g., National Geographic

• The Lover, e.g., Dove candies’ emphasis on sharing

• The Hero, e.g., Nike running shoes.

• The Caregiver, e.g., Johnson and Johnson band-aids.

• The Outlaw, e.g., Harley-Davidson motorcycles

Archetypes can be seen in films, theater, and literature, especially those that have cross-cultural appeal.

• The Hero’s Journey, e.g., Indiana Jones films, the Star Wars films, and The Wizard of Oz.

• The Warrior, e.g., Saving Private Ryan, and the Gladiator films.

• The Star-Crossed Lovers, e.g., Romeo and Juliet

• The Rebirth. e.g., A Christmas Carol.

• The Shadow, e.g., Dr. Jekyll and Mr. Hyde

• The Castaway. Rebel Without a Cause. The Joker, Little Orphan Annie.

Archetypes can be expressed in symbols (an image that has a deeper meaning) such as the Mandala, the fleur de lys, the breastfeeding Mother, the Star of David, the Christian Cross, the Muslim Crescent, the Hammer and the Sickle, or a coat of arms.

They can also be expressed in metaphors (a series of images that have a deeper meaning) such as the hero’s journey, the magical flight, a resurrection, the tutor and the student, and the alchemical transformation.

Jung cited the most important dream archetypes as the Self, the persona, the shadow, and the animus or anima—one’s traits of the opposite gender, often suppressed. Renee Nell, a Jungian analyst, proposed that each person has both an animus and an anima, an insight prescient in today’s flurry of non-cisgender people, including those who identify as transgender.

Archetypal dreams are about the same as what Patricia Garfield called Universal Dreams and what Kelley Bulkeley called Big Dreams. They differ from ordinary dreams in that they are highly emotional and have more than one layer of meaning.

By making connections with the archetypes in the collective unconscious, dreamers can utilize a type of shorthand—an image (symbol) or series of images (metaphors) that may be brief but deep in meaning. It is no wonder that Jung often sent his patients to the library to do mythological and historical research concerning the archetypes in their dreams.

Jeffrey had frequent anxiety attacks and could not concentrate on his daily tasks. One night, he had this dream: “I am lost in a dark forest. I have no idea how to find a road, and I keep wandering aimlessly. Then I see a small house, and a kind lady invites me in for a cup of tea. I enjoy the tea, and then she takes me along a road and gives me directions as to how to get home.” Upon awakening from the dream, Jeffrey made an appointment to see a psychotherapist.

Marie had a series of dreams on the same theme. She recalled, “I was at a large airport trying to find the right terminal for my flight. But once I found it, my flight had already left. I felt terribly upset.” Marie reflected on how her indecision in waking life had resulted in missing some promising opportunities and decided to be more decisive in the future.

The most common dreams worldwide all contain archetypes.

• Snakes (the most common dream)

• Falling but not landing

• Being chased

• Losing teeth

• Being naked in public

• Cheating (or being cheated)

• Pets (usually dogs or cats)

• Money

Each has the potential for multiple interpretations.

The Pearson 12 Element Archetype Indicator identifies archetypes in individuals, and the IBM Kenex Organizational Cultural Insight Survey does the same for organizations and cultures. Both have been used in research studies, and the former can be found online for those who want to discover their archetypes. Jungians would insist that they might be of interest, but are no substitute for psychoanalysis.

Archetypes are the basis for MyMythos, a system developed by Sidian M.S. Jones, who has written two illustrated books, one on animal archetypes and the other on color archetypes.

Jung felt that archetypes have a biological basis, resulting from experiences that have evolutionary survival value and are lodged in the collective unconscious. This would explain their cross-cultural impact and appeal.