Hero’s Journey, with Pastry

The Hero’s Journey (or Monomyth, as Joseph Campbell anointed it) and its use in advertising generated more mail than any other topic recently.  Many of you were intrigued, confused, or simply wanted to know more.  So let’s revisit the topic with a specific example.

Let’s say we have a pastry shop called Danish Treat.  Hardly a topic for a heroic quest?  Every effort crafted with love and determination can be told with this simple device that slips along well-worn paths directly to the guts of those who read the backstory on a website.  These stages do not all have to be present.  This is only a guide to working through how it might be applied.

The Hero’s Journey has many elements – 17 by Joseph’s Campbell’s count, usually have at least 8.  We’ll use a version described by Phil Cousineau for brevity, but there are many ways to look at this ancient art form.

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Democrats on the Sideline

We had a lot of fun talking through the ways that the Republican Party is self-destructing through this election year.  But what about the Democrats?

The competitive system at the core of our Democratic Republic functions to the extent that the two major parties stake out different sides of important issues and duke them out through an election, when the people of the nation get to weigh in.  But what happens when one side is wallowing in irrelevance and the other side has little to say one way or another?  Citizens who might otherwise vote are confused, angry, or simply apathetic and stay home.  When one party loses its way, it’s up to the other one to capitalize on the moment and present its platform.

That is unlikely to happen as the Republicans square off against the Not-Republicans, aka Democrats.  The vagueness of Occupy Wall Street made into a platform, of sorts – and historically pretty much what the party has usually been without strong leadership.

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The Hero’s Pitch

It is the most basic of all stories, common to every culture and probably written first in our genes.  The Hero’s Journey is a powerful tale of destiny, determination, usually reluctance and doubt, culminating in a victory that inspires and gives great gifts to the world.  It can be told as Luke Skywalker or Harry Potter, over and over again, with infinite variation.

What is less obvious is that, as a powerful archetype, it is also used to sell.

The Hero’s Journey is important to much advertising, especially when it comes to political campaigns.  It is worth getting to know at the gut level it springs from not just to sell people and things, but also for its effect on the narrative that shapes our world.

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Republicans’ Crash & Burn

How bad can it get for Republicans?  The short answer is “much worse”.  The long answer is “much, much worse”.

There are many ways that the party of Reagan is screwing up right now, and any one of them would cause the Gipper to shake his head in shame.  Taken together, however, it is just about impossible to recognize the party itself – let alone a path to victory.

With nine months left until the election there is always a chance they’ll get it together, of course.  There’s also a good chance that we’re about to see nine months of unscripted slapstick passing itself off as “politics”.  Here is a list of what is going horribly wrong:

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Rhythm and Rhyme

The ads almost burst off of the teevee in a whirl of color and action.  The Lorax, the Movie is here!

It appears to be set after the book and wonderful Chuck Jones cartoon made by Dr. Seuss himself, so they may avoid stepping on the original.  But …  but …

No.  I cannot see the craft of the great Dr. Seuss at all in the brief ads.  Let us talk about the craft of rhyme, the meter of language.

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