On the Functionalisation of Motifs of National Mythology in Advertising Message

• Authors: Boguslawska M. , Zoric M.
• Languages of publication: EN

Abstracts

EN

The work known as 'Marko Kraljevic - Reactivation' depicts methods of using national mythology elements in media discourse. The example of the Serbian TV commercial promoting bank services has shown how tradition and national symbols function in multicultural environment, understood here as the characteristic of pop culture which in turn combines forms and contents derived from various cultures. The analysis of commercial spots allows one to conclude that commercials, being contemporarily a significant tool of socialization and a record of social changes, play an active role in the transformation process. It fosters a new model of culture along with a new lifestyle and role model both of which constitute a fundamental part of the former.

Keywords

EN

'MARKO KRALJEVIC - REACTIVATION'; COMMERCIAL SPOTS' ANALYSIS; NATIONAL MYTHOLOGY IN MEDIA

Discipline

• PHILOLOGY_&_LINGUISTICS: PHILOLOGY & LINGUISTICS

• Publisher: Instytut Slawistyki Polskiej Akademii Nauk
• Journal: Slavia Meridionalis
• Year: 2007
• Volume: 7
• Pages: 73-85
• Document type: ARTICLE

Contributors

author

Boguslawska M.

author

Zoric M.

• Uniwersytet Warszawski, Instytut Slawistyki Zachodniej i Poludniowej, ul. Krakowskie Przedmiescie 26/28, 00-927 Warszawa, Poland

• M. Boguslawswka, Uniwersytet Warszawski, Instytut Slawistyki Zachodniej i Poludniowej, ul. Krakowskie Przedmiescie 26/28, 00-927 Warszawa, Poland

Identifiers

CEJSH db identifier

08PLAAAA03677419