Using them brings a whole package of feelings associated with
them to the user.
Using archetypal images
Archetypes exist not only as literary themes and characters, but as symbolic images as well. For
example, a cowboy hat and boots may evoke the image of the Western hero who lives in freedom
and simplicity on the prairie and tames lawlessness, as shown in Figure 8.6. A well-known sports
champion may bring to mind the archetypal heroic qualities of courage, strength, and ingenuity
that can result in victory. The meaning of symbolic images may vary greatly from culture to culture,
so they need to be chosen with care, of course.
NOTE
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Creating and Transforming Vector Graphics Part II
FIGURE 8.6
The hero archetype may be evoked just from a cowboy hat and boots.
Using archetypes for branding
You can use archetypes themes and forms in all aspects of a design, including names and branding.
Examples of archetypes used in branding include:
n The wise, old Quaker man in Quaker Oats.
n The Marlboro man, who from 1954 to 1999 symbolized the hero who lives in rugged
freedom. (It??™s sad to note that two of the models who portrayed the Marlboro Man,
Wayne McLaren and David McLean, died of lung cancer.)
n Sports heroes in Nike ads, implying that everyone in Nike shoes can be a hero.
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