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lover brands are common in the cosmetics, jewelry , fashion , and travel industries. think of revlon. its ads are sensuous , elegant , even erotic, and the company produces beauty products that help people attract love. any brand that implicitly promises beauty and sexual appeal is a lover brand. victoria's secret is an obvious example. You also see the lover in food categories , such as wine andgourmet foods , in which sensuality and indulgence are essential parts of the consumption experience-- godovia chocolate, barilla pasta , gevalia coffe , and haagen dazas ice cream, for instance. At least two states have based their public identity on this archetype. virginia states it directly : ''Virginia is for lovers.'' , California puts it more figuratively , with the headline , '' i'm atest pilot for pleasure''.
The lover archetype governs all sorts of human love, from parental love, to friendship , to spiritual love, but it is most important to romantic love. you might think of the roman love god and godess-- cupid and venus --and of classic cinematic heartthrobs like Clark Gable, Cary Grant , Sophia Loren , or Elizabeth Taylor . this is the realm of hearts and flowers , longstrolls on sunset beaches , dancing in the moonlight -- of the romantic love stroy in both its comic ( live happily every after ) and its tragic forms ( torn apart by death --- titanic --- or circunstances ---- casablanca ).
The lover archetype also supports the development of gender identity. revlon promotes products . saying, '' feel like woman.'' , Other products encourage men to feel likemen . whether you are gay or straight , part of growing up is about learning to identity with your gender.
the lover archetype also inspires the wholw genre of romance novels, We all know that most romance follow a very defined plot. The young and beautiful heroine meets Mr. Right , but some circumstance or misunderstanding keeps them apart until somehow the truth is revealed and , after muchheaving of chests and protestations of love , they marry and live happily ever after. Some of these novels are quite erotic , while others are more proper, but however much or little explicit sex they contain , the plot is remarkably consistent. And , in spite of this, thousands are sold every year. Some women read one every week and never tire of teh same plot. Why ? Because these plots call up adeep archetypal yearning for the experience of true love.
although women more than men love lover archetype movies (''chick flicks'') and novels , men , of course , are attracted by the archetype , too. for literature aimed at men , the adventure story is often the lead, with the love story occupying second place. nevertheless, the hero is not quite a hero if he fails to get the girl by the endof the story. for example, in projective techniques used in qualitative research, young women will talk about wanting to , '' hang out '' , in a bar with the camel smoker ( the jester who, like joe camel, is a lot of fun ) , but she will want to leave with the Malboro man. the archetype is also reflected in everyday assumptions about the successful life. parents expect their children to find afulfilling career and to marry and settle down. they often do not really see their work of raising the child as complete until the child marries. although the anticipation is that they will live happily ever after, the reality is taht we live in a society where one out of every two marriages ends in divorce.
nevertheless, the search for true love continues to be lived out in most lives. if we cantnot live happily ever after with one person , everyone expects us to get going and find someone else. what this means is that, for many , the lover archetype is active no just in the twenties, but throughout life, involved either in keeping the love of one's spouse ( who could leave ) or in finding someone new.

Amante marcas son comunes en los cosméticos, joyería, moda y la industria de...