CLASSIC MYTHS AND SYMBOLS IN CONTEMPORARY ADVERTISING
CLASSIC MYTHS AND SYMBOLS IN CONTEMPORARY ADVERTISING

Summary/Abstract: Although we live in an era of digital revolution, in which the channels and ways of promoting digital advertising campaigns are diversifying and to a large extent replacing traditional, offline advertising campaigns at a content level, advertising recycles cultural themes and classic myths of universal literature, failing to escape and replace this type of intertextuality with new patterns or new creative ideas. The mythological elements that come from the mystical, biblical sphere, or the elements of Greek, Nordic mythology, together with the elements of intertextuality taken from the works of Shakespeare or from the stories of the Grimm Brothers and not only, dominate the universal communication and narrative of contemporary advertising, demonstrating a uniformizing tendency, both at the international creative level and at the creative level within the advertising agencies, these elements underlining the level of stereotypes existing in contemporary international advertising creativity.

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