(Osthofen, Deutschland Poitiers, France, 2013) Pozdnishev, Evgeniy
The author investigates the connection of eight basic archetypes with twenty most popular sports. The role of these archetypes in the image - making and brand - making of the most popular sports has been shown. The purpose of this scientific research is to establish the presence or absence the connection between the concrete archetypes and concrete sports.
This problem hasn't been discussed in the scientific literature before.