Stereotype versus Archetype – the battle of the superheros!

On Friday 1st March 2019 from 8.15 a.m. at Dentsu Aegis, Haddington Road, Dublin 4

What can be learnt from history and current day international advertising to create work that resonates in 2019 with our complex, diverse audiences across Ireland and beyond?

A look at advertising across previous decades can reveal fun examples of the pitfall of stereotyping on the one hand, as well as the positive impact of effective archetyping.

With Ireland’s population becoming evermore diverse, customers can not be pigeon-holed according to their decision making role, gender or cultural assumptions. Never has the time been more relevant to reflect upon the choices we make as advertisers, budget holders and creators.

Not long ago, a woman was considered the ‘Main Shopper’ for a household and famously described by David Ogilvy to be “not a moron, she’s your wife” He contextualised this in saying “…You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything…”  When brand position, messaging and positioning are well crafted, consideration of relevant archetypes can help create great work.

We have been exposed to thousands of commercial messages every day for over a century, throughout this time and around the world a particular type of message has stood out “like a beacon”. Some Brand Messages have entered the folklore of our culture.

During this seminar after enjoying the journey of how our views have shifted, we will consider components of iconic advertising where the appropriation of archetypal characters and plots as a core element of what we have found is memorable and exceptional.


Friday 1st March 2019 at 8:15am – 10:00am

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