THE MOTIVES OF FOLK TALES IN MODERN DOMESTIC AND FOREIGN ADVERTISING
Elkina Mariya Vladimirovna
Siberian Academy of Physical Culture
Abstract. The article analyzes the use of fairy tale motives in modern printed and video advertising. The author concludes that, when creating promotional products, creators often use as a conceptual basis the transformed motives of international folk fairy stories ("Draggle-tail", "Maid in the Tower", "The Frog King", "Little Red Riding Hood" and etc.). The results of the analysis of advertising messages and their monitoring allow concluding that the most popular fairy-tale motive, which is actualized in both the domestic and the foreign advertising, is the one of a character receiving a miraculous means.
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Русский
