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  1. 1 Acta Polono-Ruthenica

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  1. 1 2012

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  1. 1 Gładyś-Seta E.

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Мiф як джерело символикi реклами (на матерiалi українських рекламних текстiв)

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Gładyś-Seta E.
Acta Polono-Ruthenica
|
2012
|
vol. Tom 1 Nr XVII
191-204
EN
In the article, a semiotic description of Ukrainian advertising slogans was made, based on the symbolism of image-archetypes and other mythic motives, constituting the implicit content of an advertisement. The analysis allows the advertisement to be treated as a double structure (the denotational and connotational meanings of advertising content), as well as the ritual-mythic domain, embodying a separate, perfect world, subject to the consumer’s interpretation.
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