9 주차. Independence/ Self Actualization Mastery/Risk Belonging/ People Stability/Control 소속하고 싶은 욕구 : Regular Guy/Gal, Lover, Jester  A System That Integrates.

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Presentation transcript:

9 주차

Independence/ Self Actualization Mastery/Risk Belonging/ People Stability/Control 소속하고 싶은 욕구 : Regular Guy/Gal, Lover, Jester  A System That Integrates Motivational and Archetypal Theory

느긋하고 소박한 일상이 주는 즐거움 빠름에서 느림으로 홀로에서 함께로 복잡함에서 단순함으로 rce=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQ oTCLDv86- ah8kCFUillAodeR4DHQ&url= m/book/show/ the-kinfolk- table&psig=AFQjCNFV4FoytIsa6S_3FbsfeBCvQqCK2 A&ust= KINFOLK TABLE

-. Regular Guy/Gal: People listen simply to hear other ordinary people, not experts, talk, express opinions, and air complaints and issues. -. Lover : becoming attractive to others and help us develop skills emotional and sexual intimacy. -. Jester: teach us to lighten up, live in the moment, and enjoy interacting with others without worrying about what they may think.  Desire to connect, interact, and belonging(likability, popularity, connectedness)  Am I likeable? Attractive? Fun? Will people accept me? 소속하고 싶은 욕구 : Regular Guy, Lover, Jester

우리는 왜 Regular Guy 를 필요로 할까 ?

평범함 속의 비범함 그렇게 그와 헤어지고 난 후 한참이 지나서야 난 그때의 경험이 내게 무엇을 가져다 주었는지 깨닫게 되었다. 그리고 그 깨달음은 내게 가장 소중한 보물이 되었다. 비범한 것은 평범한 사람들의 길 위에 존재한다는 것 … - 파울로 코엘료의《순례자 생의 의미와 진실은 일상과 평범함과 소박한 곳에 있음을 …

The Regular Guy/Gal Core desire: 다른 사람과의 연결 ( 관계 ) Goal: 소속, 부합하기 Fear: 튀는 행동, 잘난척함으로써 집단에서 거절당함 Strategy: 남과 잘 어울릴 수 있는 능력을 개발하기 ( 사교성 ) Trap: 다른 사람과 섞이고 어울리기 위해 자신을 포기, 표면적 관계유지 ( 假裝, 假飾 ) Gift: 진실성, 공감, 꾸미지 않음 Motto: “All men and women are created equal” 소속하고 싶은 욕구 : Regular Guy/Gal 공항가는 길 ) 잠수교 ) 부산에 가면 ) 브릴쏭 ) (Mirror Art) 아반테 )

Regular Guy/Gal 평범함 동등함 친근함 진실됨 함께함 친구 서민 이웃사촌 양성평등 / 동성연애 민주주의 철수 / 영희 Joe/Jane 거침없이 하이킥 무명용사 Archetypal Ruler Images 안정을 바라는 욕구 : Ruler

Archetypes are primary forms of the collective unconscious covering a range of basic elements of the human psyche, for example, heroes, mother, siren, mother, happiness. Archetypes are natural, primitive and embedded in us as our won DNA. Jung(1959) Mythology, folklore, and fairy tales provide the most natural expressions of archetypes in society. Joseph Campbell(1949) Myths often do not have clearly defined origins; they are seemingly organic creations of culture. Mythology includes the stories, traditions, and icons that are meaningful to a culture. Wertime(2002)

Cu ltural Contradiction (Conformity to market- dictated tastes: Size, power, prestige, ) American Ideology: The power & leadership (Scientific bureaucracy) Citizens’ Identity Projects (varies by social position) Identity Myths VW’S Art World Myth Bohemian Myth, Ugliness Populist Worlds (Intelligentsia, Beats, Bohemian ideologies) Source material The Structure of a VW Myth Market Cultural Authority Bohemian aesthetics and sensibility Political Authority Champions the individual creativity and independent tastes of educated Americans Who chafe under the dictates of commercial culture and bureaucracies

Culture(Social Symbolism) Self-identity(Self Symbolism) Brand Purpose Brand Core Value The Interconnected Realm of the Brand Meaning Private meaning of a brand Public meaning of a brand Brand Idea Purpose, cause, belief, authenticity, spirit, etc.