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Name and archetype: towards an essence of the artistic creativity This article is devoted to a problem of the archetype in the context of the theory of name. This aspect has not been distinctly outlined in the philological thought yet. The author reveals the main features of the archetype as a concept of culture and the key principals of its functioning in literary texts. A special attention is paid to the first names of archetype in the Old Russian literature. A problem of archetype is seen via its associative spectrum – first of all via such comparative aspects as “archetype and artistic image”, “archetype and artistic word”, “archetype and creative activity”. The author comes to the conclusion that one should differentiate two sides in the archetype’s structure and development: invariant (archetype-as-such) and variant, when the archetype reveals itself in literature, art, etc.