Editing Archetype (section)

== Other uses of archetypes ==
There is also the position that the use of archetypes in different ways is possible because every archetype has multiple manifestations, with each one featuring different attributes.<ref>{{Cite book|last=Odajnyk|author-link=V. Walter Odajnyk|first=V. Walter|title=Archetype and Character: Power, Eros, Spirit, and Matter Personality Types|publisher=Palgrave Macmillan|year=2012|isbn=9781349349241|location=New York|pages=51}}</ref> For instance, there is the position that the function of the archetype must be approached according to the context of biological sciences and is accomplished through the concept of the ultimate function.<ref name=":2">{{Cite book|last=Holtkamp|first=Mark B.|url=https://books.google.com/books?id=svNYDQAAQBAJ&q=archetype+function&pg=PT309|title=Biology Of The Archetype|date=2012-07-10|publisher=BookBaby|isbn=9780615665337|language=en}}</ref> This pertains to the organism's response to those pressures in terms of biological trait.<ref name=":2" />

=== Dichter's application of archetypes ===
Later in the 1900s, a Viennese psychologist named Dr. [[Ernest Dichter]] took these psychological constructs and applied them to marketing. Dichter moved to New York around 1939  and sent every ad agency on Madison Avenue a letter boasting of his new discovery. He found that applying these universal themes to products promoted easier discovery and stronger loyalty for brands.<ref>{{cite news |title=Retail therapy. How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing |url=http://www.economist.com/node/21541706 |quote=In 1939 he wrote to six big American companies, introducing himself as 'a young psychologist ... |newspaper=[[The Economist]] |date=December 17, 2011 |access-date=2012-01-01 }}</ref>