The delivery service Cooper also adheres to this strategy

[Joywtome231]

Often, the image of such a joker is created by companies with entertainment products, fast food or "harmful" snacks like chips or crackers. But sometimes the choice of archetype is not so typical, and the Jester helps brands stand out.

For example, the airline ticket search service Aviasales or the M-Video - Eldorado group constantly surprise their audience with original content.


Black Friday Commercial
If a brand chooses such an image, it is important to understand that it is difficult to joke all the time. It is also important not to go into evil sarcasm and ridicule.

Archetype Nice Guy
Similar to the Jester in that he also wants to be liked and recognized by his audience. Strategy for communicating belonging to a group: become part of the community, do not stand out, be like others. He is a good neighbor, an ordinary person, a nice guy and a simple guy who comes to help and wants to become your good acquaintance or friend.

The archetype is suitable for brands that offer affordable goods and services of everyday tunisia phone number list demand. For example, VK Video positions itself as a service that will help in any life situation.


The courier is a "guy" who will help out if needed.

Archetype Lover
The lover strives to get pleasure and enjoyment. Loves aesthetic visuals and surrounds himself with beauty. Pays attention to aromas, colors, tactile sensations.

Companies use images in advertising: mysterious, romantic, sexy, but not vulgar. The lover gives his audience a sense of uniqueness, his own peculiarity and inimitability.

The image can be created if your brand sells underwear, jewelry, perfume. It is suitable for building a close emotional connection with the audience when you need to highlight the moment of using your product. For example, the Dove chocolate brand gives consumers minutes of pleasure from the taste.