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Archetypical images in advertising as a user motivation tool

Strizhova Ekaterina Valentinovna  (Senior teacher, Plekhanov Russian University of Economics, Moscow)

Androsova Irina Gennadyevna  (PhD of Political Sciences, associate professor, Plekhanov Russian University of Economics, Moscow)

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
 

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Citation link:
Strizhova E. V., Androsova I. G. Archetypical images in advertising as a user motivation tool // Современная наука: актуальные проблемы теории и практики. Серия: Познание. -2018. -№08. -С. 41-45
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