Archetypes of Visual Content of Social Media (on the Example of Advertising Videos)

The purpose of the article is to reveal the peculiarities of the use of twelve archetypes (K. Pearson's concept) in modern visual content of social media using the example of advertising videos. Research methodology. The analytical method, the method of systemic, typological and structural-functional analysis, as well as the semiotic and phenomenological method were applied. Scientific novelty. The peculiarities of the use of archetypes (K. Pearson's concept) in modern visual content of social media are considered using the example of advertising videos; the archetypes of the Rebel, the Explorer, the Hero and the Ruler are analyzed as cultural universals and typical images of the visual content of social media at the current stage; the peculiarities of the use of archetypes in the process of influencing users - potential recipients are revealed. Conclusions. The cultural practice of the digital society is implemented within the innovatively organized semiosphere, which is characterized by the blurring of internal boundaries, which in turn leads to new forms of interaction between elite and mass culture. The specificity of the use of archetypal images, in accordance with the transculturality of the vocabulary of the visual Internet context, involves the creation of a visual text using coding, which can be equally easily deciphered by users belonging to different ethnic, linguistic and cultural groups. The fundamental influence on the features of visual Internet content is exerted by the environment of new media, which is dominated by the spectacular presentation of information, bright visual vocabulary and dynamic presentation. Speed, efficiency, demonstrability, the predominance of the latest technical effects in digital visual content cause the user's dependence on new images, effects and elements of the visualization vocabulary. Accordingly, visual archetypal images are created based on the principle of attracting and retaining the user's attention. The role of archetypes as cultural universals in the process of advertising influence on the viewer is fundamental, since on their basis an appeal to certain aspects of human consciousness and being is formed with the aim of effective influence on a potential recipient. Thus, appealing to one or several archetypes and creating a visual series based on them is the basis of the influence of the advertising video as a tool of "cultural management". The video's appeal to a specific archetype can be seen as a definition of the cultural theme on the basis of which the advertising message is built.