Consumer Advertising and Transactional Analysis

The Child ego state was originally labeled by Berne as the archaeopsyche, referring to the developmentally archaic, regressive ego state. The Child ego state within each of us is considered to be creative, intuitive, and emotional, as well as rebellious or conforming. The Child ego state sounds like and exhibits behavior like an actual child, regardless of the person's biological age. To differentiate the function and amount of energy placed within the Child ego state, the Child is divided into its Free Child (FC) functions, which are natural and uninhibited, and its Adapted Child (AC) functions, which are compliant or rebellious. The Free Child "expresses herself spontaneously without concern for the reactions of the parents of the world. The Adapted Child, on the other hand, behaves as if a parent were watching or l

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orals, and values all a part of ego states other than the Adult -- are not presented in this advertisement. The Parent ego state, or exteropsyche, represents both an introjection from and an identification with one's actual biological parents. The Parent ego state expresses one's values systems, morals, and beliefs, as passed down from parents to children. The Parent in a person may be nurturing and protective, or judgmental, critical, controlling, and opinionated. Because of these differing functions and energy states, the Parent is divided into its functional aspects of both the Critical Parent (CP) and the Nurturing Parent (NP). Aside from being critical, the Critical Parent in each of us is assertive, directing, limiting, and enforces one's value system. The Nurturing Parent is empathetic and promotes growth, but can also be seen as smothering if these characteristics are in the extreme. An advertisement for Fleischmann's margarine appeals to both the Critical Parent and the Nurturing Parent ego states. A large, colorful plate of steaming vegetables is topped by melting Fleischmann's margarine. The focus of the ad is on health, as reflected in the vegetables and the noted fact that Fleischmann's has "zero cholestero
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Some common words found in the essay are:
Theodore Novey, Eric Berne, Adult Child, Token-Ring Board, Little Professor, Nurturing Parent, Carrying Berne's, Woollams Brown, Claude Steiner, Critical Parent, adult ego, child ego, transactional analysis, critical parent, parent ego, little professor, adapted child, nurturing parent, press inc, free child, york grove press, originally labeled berne, ego originally labeled, grove press inc, scripts york grove,
Approximate Word count = 1575
Approximate Pages = 6 (250 words per page)