Frank Simms has decided to use Yoda (e.g., Star Wars wise man) to promote a new model of a notebook computer. Frank knows that many marketing messages use characters to convince people about the merits of products. Frank has decided to use the technique to his advantage. Upon which of the following psychologist's ideas has Frank based his advertising strategy?
A) Leo Burnett
B) Carl Jung
C) Sigmund Freud
D) Karen Horney
E) Alfred Adler

Question

Quizplus · Accepted Answer

Frank's strategy is based on Carl Jung's ideas, particularly the concept of archetypes. Yoda represents the "wise old man" archetype, which is a universal symbol that can influence consumer behavior by tapping into shared unconscious imagery.

Frank Simms Has Decided to Use Yoda (E