1 The seminal work on archetypes is “The Archetypes and the Collective Unconscious” by Carl G. Jung, in the Collected Works of C. G. Jung, Vol. 9 Part 1 (translated by R. F. C. Hull), Princeton University Press, 1981.
2 See The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes by Margaret Mark and Carol S. Pearson, McGraw-Hill Trade, 2001.
3 The seminal work on archetypes in storytelling is The Hero with a Thousand Faces by Joseph Campbell, Princeton University Press, 1960.
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