Archetypes were a concept introduced by the Swiss psychiatrist Carl Jung, who believed that archetypes were models of people, behaviors, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behavior.In Jungian psychology, the archetypes represent universal patterns and images that are part of the collective unconscious. Jung believed that we inherit these archetypes much the way we inherit instinctive patterns of behavior.The persona is how we present ourselves to the world. The word “persona” is derived from a Latin word that literally means “mask.” It is not a literal mask, however. The persona represents all of the different social masks that we wear among various groups and situations. It acts to shield the ego from negative images. According to Jung, the persona may appear in dreams and take different forms.