GOODS MYTHOLOGIZATION IN MODERN ADVERTISING AS WAY OF MANIPULATIVE INFLUENCE ON CONSUMERS’ MINDS
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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