Todays, the advertisement Spreads all around of the world through the line of people's vision. It attracts everywhere, everyplace and every time. Also, the message of advertisement makes people to purchase a product by the touching human's sense. And It transforms cultural features and expands its field.

However, they don't realize how advertisement is influenced them even though They are familiar with advertisement's message or they are indifferent that sort of things. Especially, a modern people don't disturb themselves in any situation through the variety information channel, But is it possible that advertisement's message influences people without knowing?

It is not easy way to find the answer of that question. Marshall McLuhan Said "Advertisement changes to the visual society public life style from the alphabet society personal life style. Now, Advertisement is for all the people, not for individual or personal matter and Advertisement becomes common language." For the better and language with a right communication, Advertisement has to activate symbols which are in human' s mind and make a form.

However, we still don't know what is group unconsciousness the driving force of human' s mind and the meaning of a Archetypes.

Recently, people just know that life as typical and universal Human manifestations is based on certain archetype with physiological, psychological or spiritual.

The archetype influence people's emotion, moral formation or personal relationship. And it is fact that the archetype is important role of people's destiny. Especially, in advertising expression, the archetype operates the unification of society, cultural area. Also, it stimulates people's instinct in group unconsciousness.

The purpose of this project is based on C.G. JUNG's group unconsciousness theory. And, I would like to show that the archetype image is the origin of human activity. Also, I use the archetype image as basic item. I would like to study the character of the archetype image. I would like to show right expression of communication design.

As a result of this project, the archetype image is in human mind. It contains common information and life style in anywhere, anyplace and anytime. Also, The meaning of the expressional archetype image have an effect on personal life and culture. It's symbol of unconsciousness, hero, animus and anima, and superiority. People are captured by these symbols.

Therefore, In advertisement's field, the best use of the archetype image gives us a new infinity possible of communication way through the human's imagination.