The general and growing aversion to ads - ad blocker or the increased use of native advertising - sponsored branded content - that appears in desired media channels is a major issue for ad agencies.
Why Jung? The authors have selected Jung’s archetypes as the theoretical foundation for the paper. While Jungian approaches have been used by marketing and consumer researchers in the past (e.g., Hirschman), the reasons for this choice need to be justified in the context of other alternatives. Jungian approaches suffer from two core limitations: (a) the assertion of universality – which the authors note, and (b) the psychoanalytic heritage of the ideas (which presupposes a certain view of motivation) is disavowed by most contemporary psychologists.