Use of Archetypes in Creating Brand Personality: A Qualitative Analysis in The Context of The Relationship Between Art and Advertising

Everything that falls into the hands of the culture industry ultimately serves to increase consumption. This includes works of art, design products, and even everyday objects and practices. Even though these works were created with aesthetic concerns in mind, they have become mass media and advertising tools in modern society. As a result, Vermeer’s Girl with a Pearl Earring, Leonardo’s Mona Lisa, and Botticelli’s The Birth of Venus have been transformed into cultural icons within mass media and advertising. This study argues that the primary reason for using art in advertisements is its ability to reflect the collective subconscious and convey strong archetypes. In this context, archetypes should also play a significant role in shaping brand personality. The study includes a content analysis examining how archetypes achieve the mentioned contribution to brand personality. The advertisement sample to be examined was created using the criterion sampling technique, which is one of the purposeful sampling types. The analysis of the collected data using MAXQDA revealed strong correlations between specific archetypes and certain brand personality types.