Author Response Author Response File: Author Response.docx
Literary archetypes: An alternative approach to studying the archetypal aspects of brand image can be found by scholars who adopt a literary or cultural view of archetypes, such as the ones advanced by Joseph Campbell or Northrop Frye (see, for example: Stern 1989). One could make the argument that using archetypes in advertising has greater affinities to mythology, literature and communications. Work on narrative theory and characterization in advertising also aligns with the archetype approach (see, for example: Mulvey and Medina 2003; Padgett and Allen 1997; Scott 1994; Stern 1988). This paper’s potential impact will be enhanced if it can find a way to align itself with this growing branch of advertising research.