We cleaned up our description of the experimental design by adding the questions that we asked, the scale we used etc. We included the example of David Beckham. In this context we cited Matzler et al (Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal Of Marketing Management) who looked into the archetype-brand-consumer match. We are delighted that our reviewer sees the link (as the authors do) between Aaker and Jung’s images of Freedom, Social, Order and Ego.
I think there are some ways in which you may tighten up the description of the experimental design.The comparisons between Jung and Aaker are always interesting - although the small sample size may be troubling to some. Reviewing the famous Marlbro ads or thinking about the attention David Beckham's appearance in ads for Adidas receives can be understood to represent viewer's interpretation and unconscious assignment of famous archetypes. It is interesting and the work of Aaker may also be interpreted to represent images of Freedom, Social, Order and Ego. There clearly is a psychological component to the effectiveness an ad may have - although in some cases the appeal of the media selected and the surprising creative are major variables in terms of attention and engagement.