Archetypical images in advertising as a user motivation tool

Strizhova Ekaterina Valentinovna, Androsova Irina Gennadyevna

the article deals with the use of archetypal images in advertising as a marketing strategy that makes advertising more effective as an act of communication between the producer and consumer of the goods and is also a motivational incentive for buying certain products; demonstrates and explores the possibility of creating a successful brand based on the use of the theory of archetypes

Keywords:archetype, brand, advertising, consumer, shadow, jester, person, hero, marketer, product, slogan, symbol, image, association