8/8/2019 5 Marketing Archetypes

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5 marketing archetypes

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Every campaign is built around a core of people-minded questions. What do you desire? How does

this product factor into your life? The key is to build an accord with your audience.

So it's no surprise that the driving force in many campaigns is, yes, people. Forget the splashy

graphics, the before/after demonstrations, and the five-note jingles that, for the sake of our mental

health, should come with a warning label from the surgeon general. Your ad has to present a narrative,

and it has to be populated with characters that can carry out the plot. Storytelling, after all, is the oldest

means for relating to the people around you.

Get connected. Want to meet up with the companies that are leading creative into the future? Check

out the exhibit hall at ad:tech New York, Nov. 3-4. Learn more.

Does this mean that Cormac McCarthy should pen the next Old Spice ad? Not exactly. My point is that

it helps when your message is channeled through a living, breathing spokesperson -- a well-written

character that has the ability to communicate the ideas and emotions that a catchphrase won't grasp.

It's not like this is such a novel idea. Remember the "Where's the beef?" grannies, or George

Whipple? The use of characters has been around since the dawn of advertising, and its value has ledto the recycling of certain archetypes. Here's the shortlist of personalities that'll crop up until the end of 

time. What purpose do they serve? Who do they speak to? What's kept them in the game for so long?

Read on to see if they should make a cameo in your next campaign.

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The Arrogant Pitchman

See: commercials for the MLB2K video games, the ShamWow! Guy, Joe Isuzu

As citizens of the 21st century, we're a fairly evolved species of consumers. We've seen our share of ads. We know

everything about the song-and-dance. The most widely acclaimed TV program of our era is about an ad agency. In

other words, the modern-day consumer can't be fooled; we've been trained to see the strings dangling above.

Think of the commercials where a speaker is addressing the camera (i.e., you). More often than not, a part of you is

aware that you're watching actors on a set. You're thinking, "Why are these thespians pitching me something they've

probably never used?" Incredulity is an all-too common trait of the modern shopper.

The Arrogant Pitchman turns the tables around. Now it's the advertisers who are winking at the audience and saying,

"Yeah, we know this is an ad." The self-mockery gives the ad an air of sincerity, even if the gambit is based on self-

awareness. From a cognitive standpoint, it's a breath of fresh air when we see an ad making fun of itself. It diminishes

our need to scrutinize. What we're left with is an ad that we can take at face value.

The Founder 

See: Colonel Sanders, Dave Thomas (Wendy's), any late night commercial for a furniture store

There's something endearing about The Founder. First off, they're horrible actors, and it's funny to think that an actual

CEO has been thrown into the dizzying ride of commercial shoots -- cameras, makeup, an auteur filmmaker named

"Sven," etc. The Founder is presented as a regular, salt-of-the-earth human being (i.e., not a personality) who's trying

earnestly to recite his lines. It's a counter to the slick efficiency of a well-oiled production.

There's also a very American quality to it. We're led to believe that, prior to their multi-million dollar empires, Dave

Thomas and John Schnatter (founders of Wendy's and Papa John's, respectively) were bred from a blue-collar background. The story is easy to swallow, because guys like Thomas exude a guilelessness that's hard to fake. We can

picture them trudging through college as they started their companies in the back of a van.

It's also nice to see that they took the time to make a commercial. The head honchos could have plucked a fresh face

from the local acting school, or hired a special effects firm to churn out some stop-animation nonsense. Instead, they

chose to come out and brave the world of advertising themselves. As consumers we can appreciate the effort when it's

set in front of us.

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The Homemaker 

See: the recent commercials for the Toyota Sienna, any ad for Mr. Clean

In this day and age, it's a bit un-PC to have a homemaker pitch you the latest in minivans and chemical disinfectants.

There's also no question that the archetype is somewhat dated; 60 percent of mothers are a part of the work force. But

it remains that, for the majority of us, our mothers stand for the kind of trust and affection that's hard to find elsewhere.

This makes The Homemaker a potent spokesperson -- are you going to deny someone who's only looking out for you?

But the times have changed. While The Homemaker is still a popular standby, advertisers have tweaked the story to

bring it to the present. No longer is the archetype a cardboard cutout whose only trait is a toothy smile. The modern

representation is infused with depth and personality, so that we may see a bit of ourselves in the ad. Toyota's version is

a young thirty-something who's learning the ropes of motherhood. And Target's collaboration with comedienne MariaBamford is... well, a little out in left field.

The Thief 

See: Hamburglar, the Trix Rabbit, the Cookie Crook (for Cookie Crisp cereal)

Primarily aimed at kids, The Thief points to a maxim about consumerism: Desire begets desire. It's in our nature to want

what others want. Sometimes we skim past the reviews on Consumer Reports. Sometimes we don't even believe in the

efficacy of the product. But when our peers start raving about it -- when we perceive of the product as being desired –

that's when it clicks in our heads.

Remember how, in the sixth grade, Roddy "Snot-Nose" McPherson brought a yo-yo to class, and suddenly everyone

was begging their parents for yo-yos? And how, just a week prior, no one gave a damn about yo-yos, or thought thatthey were a fun way to pass the time? Characters like the Hamburglar are used to evoke that sense of yo-yo

pandemonium (though to varying degrees of success). Their job isn't to explain the practical value of the product. They

exist to say, "I want this real bad, which means you should want it too." It sounds like faulty logic, but let's admit it:

When you dug into a bowl of Trix as a 6- year-old, didn't you derive a bit of pleasure from knowing that you possessed

something that kept eluding The Rabbit?

Sidenote: Notice that The Thief often comes in animated form. A real, live thief just isn't as appetizing for viewers.

The Hipster 

See: Levi's "Go Forth" campaign, recent commercials for Miracle Whip

Since the inauguration of the first high school, the allure of the in-crowd has been a driving force among youthsworldwide. The cool kid personifies the exuberance and bravado that we all desire. It's about youth at its best –

Traipsing through the world without a care, confidence always at a fever pitch. As such, the archetype lends itself to the

gadgets and toys that every jetsetter will need. It will be forever be tied to fashion, tech gear, and, apparently,

mayonnaise (see below).But it's not just about who's cool, it's about who's cool at the moment . And right now it's the

age of The Hipster -- those well-dressed mavens of lo-fi music. Maybe there'll be a different breed of hipsters in a few

years. Maybe there won't be any hipsters at all. But we can be sure that, whatever the time period, the current it-crowd

will be there to show off the latest hip-hugging jeans.