In this presentation, we delve into the world of archetypal criticism, exploring how it can be used to analyze and understand literary works. We focus specifically on the archetype of colour, which has been used throughout history as a powerful symbol with deep psychological significance. Through examples from classic and contemporary literature, as well as popular culture, we explore the various ways in which colour is used to convey meaning and create emotional resonance. For instance, we examine the use of the colour green in Shakespeare's Othello, F. Scott Fitzgerald's The Great Gatsby, and the branding of Starbucks. By analyzing these examples, we demonstrate how different colors can be associated with different archetypes. Whether you're a literature enthusiast, a student of psychology, or simply curious about the power of symbols and archetypes in storytelling, this presentation is sure to provide valuable insights and a deeper understanding of the role of color as an archetype in literature and beyond.

1. Archetypal Criticism
and Colour as an
Archetype

2. Name: Insiyafatema Alvani
Roll No: 11
Sem: 2 (M.A)
Paper No: 109
Paper Code: 22402
Paper Name: Literary Theory & Criticism and Indian Aesthetics
Topic: Archetypal Criticism and Colour as an Archetype
Submitted to: Smt S.B Gardi, Department of English M.K.B.U
Email id: insiyafatemaalvani@gmail.com

3. What is an Archetype?
An archetype is a literary device in which a character is created
based on a set of qualities or traits that are specific and identifiable
for readers. The term archetype is derived from the studies and
writings of psychologist Carl Jung who believed that archetypes
are part of humanity’s collective unconscious or memory of
universal experiences.
The ancient Greek philosopher Aristotle was among the first to
develop the notion of an archetypal character.

4. Northrop Frye
● Herman Northrop Frye was a Canadian
educator and literary critic who became
known as one of the most important literary
theorists of the 20th century.
● Anatomy of Criticism: Four Essays (1957)
talks about modes, symbols, myths and
genres referring to historical, ethical,
archetypal and rhetorical aspects of literature.

5. Colour as an Archetype
● According to John Cage nineteenth century literature and early
modern periods developed symbolic values for colors differently.
● Color symbolism in literature refers to using colors in writing to
represent something outside of their literal meaning.
● According to Frye, in literal phase, the motif is centripetal
dealing with how a string of words sound instead of what they
represent or mean outside of the text, like objects, people or the
society.

6. ● Red: love, passion, life - evil, danger, violence,destruction.
● Yellow: happiness, optimism, cheerfulness -sickness, madness
● Green: renewal and rebirth, achievement and money
● Blue: calmness, serenity, and wisdom -Coldness and
depression
● Black: sophistication, authority- evil, despair, death
● White: goodness, innocence, morality - unhealthy
perfectionism.

7. ‘The Great Gatsby’
● Green presents stability, new hope, envy, money. Green
also embodies Gatsby’s desire for higher status and
Daisy’s love.
● Blue presents sadness and longing that Gatsby feels at
the thought of Daisy. It expresses his loneliness.
● White symbolizes purity and the romantic hope that Jay
Gatsby sees in Daisy
● “They were both in white and their dresses were rippling
and fluttering as if they had just been blown back in
after a short flight around the house.”

8. ‘Othello’
● Shakespeare used the term ‘green-eyed monster’ in ‘Othello’.
“O beware, my lord, of jealousy; It is the green-eyed monster
which doth mock the meat it feeds on.”
Green was matched with envy and jealousy. Shakespeare making
it a monster, suggesting that it is powerful and dangerous. He adds
the caution ‘beware’ to make it even more threatening. He uses
some ordinary thing and turned it into the immortal
idiomatic, highly visual, phrase – ‘green-eyed monster.’

9. Colour imagery in contemporary time
Colour plays an important role in marketing.
Starbucks - green, McDonalds - yellow and when we think about
Facebook, we think blue.
● These brand colours are seen throughout the brands
entirety.Starbucks has green in their store, on employee
uniforms, on the website and app, and on packaging.
● Green - Stability, wealth, prosperity, calming, relaxing
● Blue - Professionalism, security,

10. From ChatGPT
What is Archetypal criticism? Describe Colour as an Archetype
Archetypal criticism is a literary theory that explores the recurring
patterns, symbols, and themes in literature, with a focus on the
universal human experiences and emotions they represent. The
theory is based on the idea that certain archetypes, or primal
images and symbols, are present in all human cultures and myths,
and that these archetypes have a deep psychological and emotional
significance for readers.

11. From ChatGPT
In archetypal criticism, colors are often used to symbolize different
psychological states or emotions. For example, the color green
may symbolize growth and new beginnings, while the color black
may symbolize death or darkness. These colors can be used to
evoke certain emotions in the reader and to convey deeper
meanings and themes in the work of literature.
Overall, the use of color as an archetype in literature is a powerful
tool for writers to convey meaning and to connect with readers on
a deeper emotional level.

12. Citation
● “Archetype - Examples and Definition of Archetype.” Literary Devices, https://literarydevices.net/archetype/. Accessed 14
March 2023.
● “Color Symbolism in Literature: Color Meanings & Examples.” Custom-Writing.org, 7 February 2023,
https://custom-writing.org/blog/color-symbolism-in-literature. Accessed 14 March 2023.
● “'Green-Eyed Monster': Shakespeare Phrase Meaning & Context.” No Sweat Shakespeare,
https://nosweatshakespeare.com/quotes/famous/green-eyed-monster/. Accessed 14 March 2023.
● “The Importance of Brand Colours and How to Pick Them.” Carleton University,
https://carleton.ca/theprintshop/story/the-importance-of-brand-colours-and-how-to-pick-them/. Accessed 14 March 2023.
● Mohammed, Jabbar. “Northrop Frye’s Approach to Symbolism in Jonathan Safran Foer’s Everything is Illuminated.” The
Scientific Journal of Cihan University, 15 April 2022, https://journal.sulicihan.edu.krd/index.php/sjcus/article/view/91.
Accessed 14 March 2023.

13. Thank you