The article studied the cognition of the concept of archetype through images and symbols, figures and motifs in works of art, introduced and grounded by Swiss psychoanalyst K. Jung in the field of science. K. Jung considers the unconscious dividing into two types, which is not subject to the will of man, temptation, as an archetype of personality (individual unconscious). The purpose of the article is to analyze from the works of art that the archetypes of the Mask and the Person that are the collective unconscious, represents the image of a person in society, a person recognizable in the environment, self-expression or demonstration of oneself in communication with other people. The mask is in the fact that a character in a work of fiction, hiding his face, enters into different roles in the public environment in order to manifest his personality as a person (individuality). In this article, in the comparative analysis of the poems of the Kazakh poet Abai and the Russian poets of the XIX century M. Lermontov and V. Vysotsky, the specificity of the mask in the character of each poet is identified. Having studied the problem of the mask, O.V. Kulishova convinced us that the mask is one of the most important elements of culture and «one of the main secrets of ethnography» as a means of conveying the character, human qualities of people from the ancient Greek theatre to the present.