This article discusses the problem of the use of archetypes in modern advertising, as well as on the impact of advertising says myths on the mass consciousness of contemporary Russian society. As is well known, modern man finds himself involved in an advertising environment and must constantly engage in interaction with it. In this aspect of advertising can be viewed as a sociocultural phenomenon of modern life. On the one hand, it expresses certain ideas, values, goals and standards of behavior and on the other hand, reflects the current value-normative system of society. We can say that the ads one of the spheres “production” myths. The main mythological reception is very popular with the creators of advertising – the use of archetypes. The most detailed impact on the collective unconscious archetypes considered C. G. Jung. This article discusses the following archetypes used in advertising: the archetype of the Self, Shadow, Anima, archetype of the Hero, Child, etc. In summary, the author notes the following. Mythmaking in advertising is a powerful tool for change in the mass consciousness of contemporary Russian society. On the one hand, the myths in advertising perform the task of traditional broadcast recognizable models of socialization. On the other hand, based on archetypes, advertising professionals create new myths, forming a space of other, nontraditional, social meanings. A negative consequence of this trend is that the myth-making in the field of advertising becomes a significant factor in precipitating expanding the range of anti-social ways of expression and different forms of dependent behavior.

Рассматриваются два основных момента: во-первых, автор демонстрирует использование основных архетипов К. Г. Юнга в современной рекламе, во-вторых, указываются возможные последствия такого использования для массового сознания современного российского общества. В ходе анализа делается вывод о том, что последствия рекламного мифотворчества могут оказывать как положительное (трансляция узнаваемых моделей социализации), так и отрицательное (провоцирование расширения спектра асоциальных способов самовыражения и различных форм зависимого поведения людей) воздействие на массовое сознание.