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DOI: 10.15862/29IVKL225 (https://doi.org/10.15862/29IVKL225)

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Zhukova E.Yu. Archetypal strategies in the creation of visual images. Journal of Clothing Science. 2025; 10(2). Available at: https://kostumologiya.ru/PDF/29IVKL225.pdf (in Russian). DOI: 10.15862/29IVKL225

Archetypal strategies in the creation of visual images

Zhukova Elena Yuryevna
Moscow, Russia
E-mail: lenakuraeva@mail.ru
ORCID: https://orcid.org/0009-0001-8732-5216

Abstract. This article explores the concept of archetypes developed by Carl Gustav Jung and his followers as a tool for visual communication. It analyzes how archetypal characters are reflected in elements of visual imagery and how they can evoke intuitive responses, emotions, and shape perception by interacting with the collective unconscious. The study draws on contemporary theories of archetypes and modern approaches to image-making.

In today’s digital world, where communication increasingly relies on visual content, the transmission of archetypal markers through external appearance is becoming ever more relevant. Such visual cues resonate with audiences, attract their attention, and help establish strong, lasting connections.

The article focuses on visual markers of archetypes and their application in stylistic concepts for creating images used in various forms of social communication.

As examples, the article examines advertising campaigns, visual catalog designs, and lookbooks of well-known luxury brands with clearly defined DNA, strong brand recognition, and enduring audience engagement.

The findings demonstrate that employing archetypal strategies in the creation of visual imagery facilitates emotional connection with the audience, conveys authentic values, creates the desired impression, and effectively guides audience attention.

Keywords: Carl Gustav Jung; visual content; archetypes; lover archetype; ruler archetype; archetype-based imagery

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