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Getting the Most From Your 30-Second Therapy (Self-Test)

Heal

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Great commercials tap into our deepest desires, creating cravings for gizmos we didn’t even know we wanted. Here, a top ad consultant shows how to use advertising archetypes to own yourself rather than buy more stuff.

I’m sitting watching television with my family when an ad comes on for an off-road vehicle, traveling toward snow-capped peaks on what looks like tundra. The voiceover talks softly about going to a place that “nobody knows but me,” and I find myself musing about how old my car is and how I need a new one. For the moment, it escapes me that I’d be driving that expensive machine not on pristine terrain but on the Washington, D.C., beltway, gridlocked with thousands of others. Even if I could get to that remote place, it would be environmentally unthinkable to drive there. And, yet my soul leaps up and I want to go — now, immediately! Another ad shows a mother getting ready to go off to work while her darling little girls are begging her to take them to the beach. When she says she has an important meeting with a client, the little one, cute as a button, says sadly, “Mom, when can I be a client?” I see that look on the mother’s face. How often I’ve felt it — that horrible tug between the demands of a career and those of love. I notice that I’m glad when she takes them to the beach and uses …

Carol S. Pearson, Ph.D., is the author of The Hero Within: Six Archetypes We Live By; Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our Worlds; and the Pearson-Marr Archetype Indicator™ instrument, which measures archetypes in the lives of individuals.


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From the ArchivesConsumerismArchetypesConscious SpendingSelf-Test

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