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SOURCE:   Philological Sciences. Issues of Theory and Practice. Tambov: Gramota, 2017. № 3. Part 2. P. 90-93. ISSN 1997-2911.
SCIENTIFIC AREA: Philological Sciences
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ON THE PROBLEM OF USING LITERARY TALE IMAGES AND STORYLINES IN ADVERTISING

Elkina Mariya Vladimirovna
Siberian State University of Physical Culture and Sport, Omsk


Abstract. The article examines the specificity of using literary tale personages and storylines in the context of domestic and foreign advertising. These personages due to their popularity implicitly stimulate the confidence for certain goods or services among the target audience. The author identifies the most popular literary tale images and storylines used as advertisement background idea and analyzes the specificity of their transformation.
Key words and phrases: реклама, литературная сказка, сюжетная линия, мотив, образ, герой, advertising, literary tale, storyline, motive, image, personage.
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