archetype

Introduction. The article is devoted to the study of the specifics of myth-making in advertising. The main purpose of the research is to analyze the specifics of modern forms of mythology and their role in the formation and functioning of advertising. Theoretical analysis. The research is based on the hypothesis that the phenomenon of modern advertising can be considered as one of the specific varieties of modern mythology. Therefore, a number of theoretical concepts used in the study of modern myth-making were used to study advertising.

Introduction. The article examines the archetypal images of the leader, reveals the concept of the archetype of the leader, shows the image of the leader in the context of different historical and cultural epochs. Theoretical analysis. The analysis of key sources on the topic was carried out, the theory of the archetype and the collective unconscious of K. Jung was chosen as the methodological basis of the research.

This article is dedicated to studying of the correlation of archetype and sense from the point of view of philosophy. The main idea of this article: archetypes can be the psychological basis for the generation of the culture as phenomenon.

In article considers the modern Russian social mythology, allocats the basic archetypical elements and the most widespread mythological plots, a role of social rituals during their realization. The analysis of technological methods of myth-constructing shows weak and strong sights of the approach in social management. The author pays separate attention on a problem of opposition of public consciousness to manipulations for archetypical structure of social myths.

The main subject of the article includes the characteristics of the evolution of consciousness and culture in general from the standpoint of the synergetic philosophy of history exploring the evolution of complex socio-cultural systems, the processes of selforganization at the phenomena level (non-equilibrium, bifurcation) and at the level of essence (selection, super-selection).