ARCHETYPES AND SYMBOLS AS SEMANTIC COMPONENTS OF ADVERTISING IN UZBEKISTAN

This article considers advertising as the phenomenon of culture, whose specific feature is to from sense. The author pays attention to symbols and archetypes as the main ways of realization of cultural meanings of advertising. The article discusses the connection between the concepts of “meaning” and “culture”. There given information about the basic psychological archetypes. In addition, the main group of symbols that are of- ten use in modern advertising discussed in detail. The author pays more attention to the study the specifics of using of universal and ethno-cultural archetypes in outdoor advertising of Uzbekistan