This study aimed to examine the effect of the hero archetype in advertising on perceived product efficacy and purchase intention. The hero character was tough and brave to overcome a great trial; he was fighting to achieve a noble goal, and successfully demonstrated the pride's superiority. The use of archetype in advertising attempts to convey meaning to products ; the universal archetype characters can help tell the story of a brand in an easier way. The results of this study suggested that the use of hero archetype in an ad can trigger anthropomorphism, and had a positive effect on perceived product efficacy and purchase intention. Further, the results indicated that the warrior character in a hero had positive effects on perceived product efficacy for male consumers and for consumers with less power.
- Hero archetype
- Perceived product efficacy