Introduction

according to the APA, analytical psychology is a system of psychoanalysis in which the psyche is interpreted primarily in symbols, philosophical values,
and primordial images with a drive for self-fulfillment. However, originally it was defined by Jung and what sets this apart is the focus on the role of
symbolic and spiritual experiences in human life.

What does Analytical Psychology Mean?

The crux of this theory rests on Jung's concepts of archetypes and the existence of deep psychic space or collective unconscious. Jung’s this work
takes a prospective approach to the issues presented in therapy. This means that an individual's life history is of great importance for understanding
their current circumstances. It also contains the seed for future growth and development. The goal of Jungian analysis is individuation. Jung referred to
individuation as the achievement of a greater degree of consciousness regarding the person's psychological, interpersonal and cultural experiences.
Two deep levels of psychological functioning shape color and compromise a person's life experience. Jung recognized the importance of early life
experiences and the personal complexes that arise because of the disturbances in life in the personal unconscious.

Jung took this concept a step further, recognizing that individuals are also influenced by unconscious factors outside their personal experience and are
of universal quality. He called these factors archetypes which form the collective unconscious and give shape to universal narratives, myths, religious
phenomena, etc.

The analytical process intends to bring these factors (both collective and personal) into consciousness. This allows the individual to see more clearly
what forces are at play in their life. This process of individuation aims at providing individuals with resources to shape their lives for the future. It is the
implied understanding of archetypes that is the goal. Analysts can help facilitate this process by providing informed interpretive environments for better
understanding.

The conscious forms the upper floors of a skyscraper, while the unconscious forms its lower floors.. A
nervous breakdown is inevitable in such a case. The conscious is useful in adjustment to the
environment. "

Col un consciousness
Jung stated: “There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the
same time, as individual products of unconscious.

Has roots in the ancestral past of the entire species • Inherited and pass from one generation to the next as psychic potential. • Distant
ancestors’ experiences with universal concepts such as God, mother, water, earth, and so forth have been transmitted through the
generations so that people in every clime and time have been influenced by their primitive ancestors’ primordial experiences (Jung,
1937/1959). • More or less the same for people in all cultures (Jung, 1934/1959). • Responsible for people’s many myths, legends, and
religious beliefs. • Humans, like other animals, come into the world with inherited predispositions to act or react in certain ways if their
present experiences touch on these biologically based predispositions

According to Jung, the human mind has innate characteristics “imprinted” on it as a result of evolution. These universal predispositions

Archetypes symbolize basic human motivations, values, and personalities.

The Shadow

The shadow is a Jungian archetype that consists of sex and life instincts. The shadow exists as part of the unconscious mind and is
composed of repressed ideas, weaknesses, desires, instincts, and shortcomings.

The shadow forms out of our attempts to adapt to cultural norms and expectations. It is this archetype that contains all of the
things that are unacceptable not only to society, but also to one's own personal morals and values. It might include things such as
envy, greed, prejudice, hate, and aggression.
Jung suggested that the shadow can appear in dreams or visions and may take a variety of forms. It might appear as a snake, a
monster, a demon, a dragon, or some other dark, wild, or exotic figure.
This archetype is often described as the darker side of the psyche, representing wildness, chaos, and the unknown. These latent
dispositions are present in all of us, Jung believed, although people sometimes deny this element of their own psyche and instead
project it on to others
Other Jungian Archetypes

Jung suggested that the number of existing archetypes was not static or fixed. Instead, many different archetypes may overlap or
combine, creating new archetypes such as

Archetypical Figures

Jung acknowledged that the four main archetypes can intermingle and give rise to 12 archetypical figures (also known as
archetypical images). These include:

 Ruler
 Creator/artist
 Sage
 Innocent
 Explorer
 Rebel
 Hero
 Wizard
 Jester
 Everyman
 Lover
 Caregiver

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver,
Jester, and Sage.

Let’s take a look at a few examples:

 The Innocent: Exhibits happiness, goodness, optimism, safety, romance, and youth. Example brands include: Coca-Cola, Nintendo Wii, Dove
 The Everyman: Seeks connections and belonging; is recognized as supportive, faithful and down-to-earth. Example brands include: IKEA,
Home Depot, eBay
 The Hero: On a mission to make the world a better place, the Hero is courageous, bold, inspirational. Example brands include: Nike, BMW,
Duracell
 The Rebel: Questions authority and breaks the rules; the Rebel craves rebellion and revolution. Example brands include: Virgin, Harley-
Davidson, Diesel (jeans)
 The Explorer: Finds inspiration in travel, risk, discovery, and the thrill of new experiences. Example brands include: Jeep, Red Bull, REI
 The Creator: Imaginative, inventive and driven to build things of enduring meaning and value. Example brands include: Lego, Crayola, Adobe
 The Ruler: Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized. Example brands include:
Mercedes-Benz, Microsoft, British Airways
 The Magician: Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual. Example brands
include: Apple, Disney, Absolut
 The Lover: Creates intimate moments, inspires love, passion, romance and commitment. Example brands include: Victoria’s Secret, Chanel,
Haagen Dazs
 The Caregiver: Protects and cares for others, is compassionate, nurturing and generous. Example brands include: Johnson & Johnson,
Campbell’s Soup, UNICEF
 The Jester: Brings joy to the world through humor, fun, irreverence and often likes to make some mischief. Example brands include: Old Spice,
Ben & Jerry’s, M&Ms
 The Sage: Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor. Example
brands include: Google, PBS, Philips
Jung also introduced a theory of personality that became the basis for the MBTI personality typology. Jung's eight
personality types are:

1. Extraverted thinking
2. Introverted thinking
3. Extraverted feeling
4. Introverted feeling
5. Extraverted sensing
6. Introverted sensing
7. Extraverted intuitive
8. Introverted intuitive

Contribution-
Jung's ideas have not been as popular as Freud's and his archetypes have not been viewed favorably in modern psychology. This
might be because his work tended to veer into the mystical and pseudoscientific, and is therefore often studied more as a historical
artifact and in realms of literary criticism and popular culture applications of mythology than as a major contribution to the science
of the mind and behavior.

• The goal of Jungian analysis is individuation.

• It forms the foundation for the Myers-Briggs Type Indicator, a widely-used personality test.