Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2012. № 2. Part 1. P. 72-75.
Gus'kova Alla Aleksandrovna
Magnitogorsk State University
Abstract. The author reveals myth role in advertising communication, pays special attention to the identification of the images and behaviour mythic structures that are implemented by mass media in their impact, describes some aspects and functions of mythological thinking, which form the important part of modern consciousness, emphasazes the fact that commercials or comic books characters are the modern versions of mythological heroes, and concludes that thus the mythologization of personalities and their transformation into the image as a model occur with the help of mass media.
Key words and phrases: миф, амбивалентность, дискурс, рекламные тексты, рекламный ролик, обыденное знание, рекламная коммуникация, myth, ambivalence, discourse, advertising copies, advertising clip, ordinary knowledge, advertising communication
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