Authors: Natalya V. Dmitrieva, Dr. Sc. (Psychology), Prof. of Psychology of Personality and Special Psychology Dprt., Novosibirsk State Pedagogical University

Yulia M. Perevozkina, Cand. Sc. (Psychology), Assistant-Prof., Head of Psychology of Personality and Special Psychology Dprt., Novosibirsk State Pedagogical University

Sergey B. Perevozkin, Cand. Sc. (Psychology), Assistant-Prof. of Practical Psychology Dprt.. Novosibirsk Institute of Humanities

Maria S. Oskolkova, Assistant of Psychology of Personality and Special Psychology Dprt., Novosibirsk State Pedagogical University

Abstract: The article investigates manifestation of role archetypes in advertising and id devoted to studying categorial axes of preferences by the advertising subject. The research results shows there are two categorial axes – Activity/Confidence and Belonging/Temptation that actualize the consumer manifestation of the various archetypes and cause the subject’s need to purchase the appropriate product.

Keywords: Advertising, brand, archetypes, role archetypes, categorial axis, multidimensional scaling