Carl Gustav Jung is one of the most significant psychologists and psychiatrists of the twentieth century. He is the founder of analytic psychology and has divided the human psyche into conscious, personal unconscious and collective unconscious. The basic elements of a person's unconscious are complexes, they are clusters of ideas that possess an emotional charge and affect the behavior of the individual. Jung considered them closely related to the archetypes, which are the basic units of the collective unconscious. Archetypes are psychological structures common to all mankind, they represent inherited patterns by which an individual's experience, opinion, and action are regulated. Jung also defines the three principles of functioning of the psyche: the principle of contradiction, equivalence and entropy. The psyche is a self-regulating mechanism whose components are in constant interaction, which enables individuals to progress by bringing the unconscious content into consciousness. In addition to personal and collective unconscious, there is a familial unconscious, a term defined by Hungarian psychiatrist Léopold Szondi, which links the genetic inheritance of an individual with an unconscious influence on his behavior. Jung defined the four basic archetypes that appear in each person, and called them Persona (contains the characteristics that an individual presents to others), Shadow (contains suppressed undesirable characteristics), Anima / Animus (opposite gender archetype) and Self, representing the whole collective unconscious. Through the process of individuation, the person recognizes and integrates archetypes, and the ultimate goal is identification with the Self. Since archetypes represent structures that unconsciously affect man, the use of archetypes is currently very present in the marketing and entertainment industry. One of the most striking historical uses of archetypes is astrology, where each sign and planet represents a specific archetype. Jung himself studied, and sometimes used, astrology to understand the cases of his patients. For bringing the unconscious content into consciousness, meditative techniques may also be used.