Archetypes in African Myths

Studying the archetypes of the Yoruba, Zulu, and Akan is presented as a way to understand yourself more deeply and build a personal brand, connecting the legacy of ancient cultures with the demands of modern life. Psychologists, philologists, folklorists, marketers, and sociologists turn to archetypal models—anyone who wants to see their strengths and inner supports more clearly. Mythological archetypes make it possible to perceive reality through the experience of many generations of ancestors, who were not caught up in the endless race for technologies, trends, wealth, and other values of a consumer society.

Maria Kashina-Kasykovich—designer of brand communications, sociolinguist, and marketer—guides the reader through a little-known and mysterious space of West and South Africa. Drawing on Carol Pearson’s classic concept of 12 archetypes, one of the key researchers of archetypes, the author develops her own approach to finding a unique “self” and creating a personal brand. How do the archetypes of African peoples manifest in a person’s character and choices today? How can you recognize your life myth and learn to change it? This book offers a direction for developing deep identity and helps you get through a crisis of self-definition.

Design: LLC “AST Publishing House”, 2025.