Communications providing brand promotion on archetypical basis

In this paper the authors are interested in the phenomenon of using archetypes in the practice of communication to promote brands, define the term "archetype" according to Carl G. Jung, and give examples of the use of archetypes by various brands. The article reveals the communications that are used in the archetypal foundation and the methods of archetypal influence. Below are the results of its use in communications, how they can influence the promotion of brands, how effective the use of the archetype in brand promotion.