ABSTRACT
This chapter shows that the numerous ways in which archetypes and other Jungian ideas can be used to create and examine works of art and social processes. It provides an overview of the differences between Jungian and Freudian schools in their treatment of creativity and its products, then moves on to discuss Jungian approaches to literary and film criticism, and explores the new areas of Jungian film studies and 'archetypal marketing'. Art criticism and narrative analysis have been dominated by Freudian and post-Freudian ideas since the beginning of the twentieth century. Jungian film critics have been particularly concerned with the interpretive freedom of symbolism. Freudian analytical tradition sees creativity in a pessimistic light; as a vehicle for getting rid of unwanted thoughts and feelings. One of the key aspects of Analytical Psychology is its ability to organize and manage narratives. Analytical Psychology attaches special significance to the image, and several of C. G. Jung's disciples wrote about twentieth-century art.
