Archetypes in Advertising Communication and Media: the Practice of Use and Formats of Functioning in Brand Management

The article explores the practical implementation and use of archetypes in advertising and media communication. It does so by examining the research of foreign and Russian scientists, including Carl Jung, Marie-Louise von Franz, Erich Neumann, Joseph Campbell, Carol S. Pearson, Vladimir Propp, Sergei Averintsev, and Yevgeny Meletinsky. The study used materials from the branding agency «Linii» as its empirical basis. Through a systematic method of analysis, it identified key functions and characteristics of archetypal images, as well as their underlying meanings, values, and underlying motivations. By analyzing advertising creatives of the brand, the article demonstrates the practical effectiveness of applying archetypes to enhance recognition and recall of advertising messages and brand images.