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SOURCE:    Almanac of Modern Science and Education. Tambov: Gramota, 2014. № 1. P. 86-91.
SCIENTIFIC AREA:    Psychological Sciences
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ROLE OF ARCHETYPES IN THE MOST POPULAR SPORTS IMAGE FORMATION
Pozdnyshev Evgenii Vyacheslavovich
Kyiv National Economic University named after V. Hetman , Ukraine
Abstract. This article investigates the connections of eight basic archetypes (Overlord, Hero, Child, Aesthete, Keeper, Thinker, Seeker, Friend) with the most popular 20 sports. The role of these archetypes in the most popular sports image formation is shown. The purpose of this work was to establish the presence (or absence) of the particular archetype connection with the particular sport. This problem has not been previously considered in scientific literature.
Key words and phrases: архетип, имидж, бренд, имидж в спорте, виды спорта, archetype, image, brand name, image in sport, sports
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