ON THE ISSUE OF THE NATURE AND ESSENCE OF MODERN

Authors

  • I.V. Eremenko Московский гуманитарный университет Автор

Keywords:

intelligentsia, identification, self-identification, social identity, dichotomy, advertising, myth, archetype

Abstract

The article explores the use of a myth and an archetype in advertising as a means to manipulate social consciousness. Knowing the nature of a myth and of an archetype allows not only to be more competent when launching advertising campaigns and produce advertising products but also to achieve maximum efficiency by means of advertising promotion.

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References

Барт Р. Мифологии. - М., 1996.

Гуревич П.С. Социальная мифология. - М., 1983.

Мелетинский Е.М. Поэтика мифа. - М., 1976.

Фрэзер Д.Д. Золотая ветвь. - М., 1980.

Элиаде М. Аспекты мифа. - М., 1996

Юнг К.Г. Душа и миф. Шесть архетипов. - Xарьков, 2004.

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Published

2009-07-15

Issue

Vol. 21 No. 4 (2009)

Section

Articles

How to Cite

Eremenko I. ON THE ISSUE OF THE NATURE AND ESSENCE OF MODERN // Sociology of Power. 2009. Vol. 21, no. 4. P. 102–106.

Коды статьи

  • EDN JOEACJ
  • Тип статьи (РИНЦ) Научная статья (Научная статья)