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Philosophy and Culture
Reference:
Plakhin, V. T., Koroselova, O. T.
‘Simplicity as a Negative Concept….’ (Myth and Advertising
as Generally Adopted Axiological Antagonists)
// Philosophy and Culture.
2012. № 4.
P. 72-77.
URL: https://en.nbpublish.com/library_read_article.php?id=59382
Plakhin, V. T., Koroselova, O. T. ‘Simplicity as a Negative Concept….’ (Myth and Advertising
as Generally Adopted Axiological Antagonists)
Abstract:
The article is devoted to the comparative analysis of archaic mythology and modern advertising.
Comparative study is focused on the problem of complexity of transformations in the center of this discussion.
It is well shown that being the core of the myth as itself the process of transformation of Chaos into
Cosmos requires demiurge of sacrifice and maximum exertion. Quite on the contrary, advertising texts successively
transmit ideologeme of light existential and socio-cultural dynamics.
Keywords:
philosophy, mythology, creation, transformation, rite, initiation, advertising, socialization, simplicity, easiness.
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