archetype

This article is a part of series of review materials published by the author in the framework of the study “Archetypical and Axiological Determination of Activity: Social-Philosophical Analysis”. The author justifies that the archetypical approach provides a lot of qualitative scientific researchers, which have been carried out in Ukraine, covering the role and mechanisms of influence of archetypes upon social life.

The terms-concepts archetype – genotype – phenotype/kenotype as constituents of typological structure of image on the example of the figure Madonna in an art are revealed in this article.