Graphic design is the process of connecting with an audience by creating visual communication that appeals to a audience's intellect and aesthetic sensibility. the use of archetypes as a form of connection is a familiar process. This thesis explores the use of the goddess archetype in visual communications, specifically in advertising.
Library of Congress Subject Headings
Visual communication--Psychological aspects; Graphic arts--Psychological aspects; Women in advertising; Advertising--Psychological aspects; Archetype (Psychology); Goddesses
Department, Program, or Center
School of Design (CIAS)
Torres Donovan, Martha M., "The goddess sells: the impact of archetypes in visual communications" (1999). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus