КРСНА СЛАВА У САВРЕМЕНИМ ТЕЛЕВИЗИЈСКИМ РЕКЛАМАМА – НОВИ ПОГЛЕД НА НЕМАТЕРИЈАЛНО КУЛТУРНО НАСЛЕЂЕ
KRSNA SLAVA IN MODERN TELEVISION COMMERCIALS – A NEW LOOK AT INTANGIBLE CULTURAL HERITAGE

Summary/Abstract: The UNESCO concept of intangible cultural heritage has been incorporated in activities of the Ethnographic Museum in Belgrade since the ratification of the Convention on this domain of cultural heritage, and as such resulted in the entry of the element of slava, krsno ime, krsna slava first into the National Register of Intangible Cultural Heritage, and then into the Representative List of the Intangible Cultural Heritage of Humanity. The undeniably living and sustainable heritage of celebrating the family patron saint in today’s environment speaks clearly about the ways in which slava is included in public discourse as one of the symbols of identity. The topic of the current study is one of the consequences of being entered in the UNESCO Representative List, and that is market advertising, represented by advertising of possible elements of the feast ritual, embodied in various types of food and beverages. As the UNESCO files on slava contain a nomination film with the narrative that mentions the contemporary context of celebration and the limits of allowed participation of market advertising, our study exposes the possible ways of observing the elements of intangible cultural heritage as alive and sustainable within the image of present situation and possible changes of form.

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