arketyper
Arketyper are universal, symbolic patterns that recur across human cultures in myths, dreams, and storytelling. The term archetype comes from Greek archetypos, meaning original pattern, and was popularized in modern psychology by Carl Jung, who argued that archetypes reside in the collective unconscious—a shared reservoir of psychic predispositions.
In Jungian theory, arketyper are not learned ideas but predispositions that shape perceptions, motivations, and behavior.
Common arketyper include the Hero, the Mentor, the Shadow, the Trickster, the Mother, the Child, the Sage,
Applications and limitations: In literature, film, and marketing, arketyper guide storytelling and the construction of brand
See also: collective unconscious, monomyth, Jung, Campbell, Propp, myth.