ПОНЯТТЯ АРХЕТИПУ ЗА КАРЛОМ ЮНГОМ У МИСТЕЦЬКОМУ ДИСКУРСІ ТА ВИКОРИСТАННЯ АРХЕТИПІВ У FASHION-ІНДУСТРІЇ

Abstract

In this article the author study and analyzes archetype concept. There were analyzed: the main archetypes, their reflection in design, fashion art and fast fashion. The scientific novelty of the work is based on an attempt to systematize the main types of archetypes by the nature of their manifestations in the fashion sphere, highlight the dependence of the character and mental characteristics of the person on the internal archetype and its impact on the perception of external archetypes. In addition, the paper analyzes the main archetypes in art and their dependence on current trends and tendencies. The author considered the main vectors of influence of archetypes embodied in fashion on society and its main groups. Also, the methods, tools and patterns used to embody archetypes and their elements in the fashion industry were analyzed. The connection between the use of archetypes in the fashion industry and marketing strategies was analyzed as well. Thus, it was proved that the successful visualization of individual details related to the key archetypes that correspond to the moment of its development, allows you to reach a larger audience and get more than just a response to the fashion as an art. It also directly affects the sales growth and commercial success of individual designers and artists. The analysis of archetypes, their embodiment in fashion and perception by spectators and consumers was carried on the foundation of the appropriate methodological basis. The author also used a wide range of sources of information, which allowed taking into account various factors and make the study more in-depth and thorough. Among such sources, data on the modern fashion performances, shows and collections, in particular, the achievements of Ukrainian designers, are especially important. The work is based on the principles of objectivity, historicity and is considered on the basis of analysis not only of the source base, but also of research achievements of scientists, from Carl Jung himself to his modern followers and opponents.