Is there a term for magecraft that personifies concepts

Tsubaki’s father (for lack of a better term) mentions there’s a branch of ”folk” magecraft for creating familiars like the Pale Rider (i.e. the Fourth Horseman of the Apocalypse, i.e. the personification of death) but then notes that the Servant’s concept must be pretty widespread for it to be capable of what it is, but I was wondering if we know anything else about this sort of magecraft, or even what if’s called beyond concept personification.

Anyone know anything about that?