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The News of Altai State University
Print ISSN 1561-9443
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Content of 4(34) 2004
Philisophy and Pedagogics
Philisophy and Pedagogics

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V.V. Kornev

Mythology of advertising

In the article attempt to analyze samples of modern advertising from positions of the structural analysis of their mythological structure is undertaken. It is possible to count methodological base of this research K. Levi-Strauss, R. Bart, J. Baudrillard, S. Zhizhek and J. Lacan's ideas. The analysis of syntax of advertising mythology results in a conclusion about its essential connection with prevailing liberal ideology. Advertising and a cinema maintain an alibi of the seen opposition to a semi-official organ, but in practice fix hierarchy of the social order. But it is even more important, that behind this ambivalence of an advertising myth traumatic experience of real social and mental antagonisms is hidden.

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