Art Studio Elbe - Verband freischaffender Künstler.

  Author: Brian Hawkeswood. Carl Jung, the Swiss psychiatrist and founder of analytical psychology, would likely view the use of attractive individuals in advertising through the lens of psychological projection, particularly involving the anima and animus—the unconscious feminine side in men and masculine side in women, respectively. According to Jung, individuals often project these inner archetypes onto others, especially those who embody culturally idealized traits. In the context of advertising, when consumers encounter images of beautiful people, they may unconsciously project their anima or animus onto these figures, attributing to them qualities of ideal partners or aspirational selves. This projection can evoke deep emotional responses, sometimes akin to feelings of infatuation or “falling in love,” as the viewer’s unconscious perceives the advertised figure as a representation of their inner ideal. Such reactions can significantly influence consumer behavior, making prod...