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SOURCE:    Almanac of Modern Science and Education. Tambov: Gramota, 2014. № 10. P. 56-58.
SCIENTIFIC AREA:    Philological Sciences
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Vranchan Elena Vital'evna
Novosibirsk State University of Economics and Management

Abstract. The article describes one way to create virtual advertising reality - the mythologization of goods-things. In this context Roland Barthes’s theory about the two-faced nature of things going back to the myth and Jean Baudrillard’s theory associated with the idea of the ??thing as a conditional sign of something are analyzed. This analysis allows ascertaining that modern advertising refers to the myth not only as a way of structuring the world, but also as a way to control the masses.
Key words and phrases: реклама, миф, мифологическая коммуникация, мифотворческие техники в рекламе, знаковая система потребления, advertising, myth, mythological communication, mythopoetic technology in advertising, sign system of consumption
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