Archetypal Women's Types in Modern Advertising: Research of Perception and Consumer's Identity

The study consisted of two stages: the desk research and empirical research. In the first phase of the study were examined the basic archetypes and archetypal images of women, proposed by the famous psychologist Carl Jung, have been considered the main contemporary research on the perception of the archetypal female images and self-identification process with the users of them. Empirical research is divided into two parts: an expert survey and a survey of consumers. The purpose of the expert survey was to create a description of each of the archetypal image of the title according to the ancient Greek goddesses, as well as the characteristics of its representation in print advertising on the basis of its structural elements. In the course of empirical research has been proven that advertising with the archetypal images is better perceived by consumers. basic archetypal images have been identified that are most popular among consumers, and especially their use in advertising. It has also proved the hypothesis that consumers have expressed preferences for semantic archetypal images, as well as the fact that archetypal images are finding they have a strong emotional response. In the course of the survey it was revealed that consumers self-identify themselves with advertising images, while this fact does not depend on whether they like it or not. Two groups were formed recommendations on the use of archetypal images of women in advertising: generalized, which can be used for all the archetypal images, and private, that are applicable to every consideration in the work of the archetypal image.