Фолклоризъм и реклама
Folklorism and Advertisement

Summary/Abstract: The text consists of the author’s observations on certain sectors of modern advertisement where folklorism is widely used. Those are the sectors of advertisement that deal with food products, where the main theme is ‘the traditional Bulgarian taste’. Several images extracted from the traditional material culture of Bulgaria are commonly used in that kind of advertisements. Lately the image of ‘Bistrishkite babi’ is used in order to suggest that modern production of certain foods and drinks (yogurt, banitsa, sausages, rakia) bears the quality of traditional Bulgarian food. Similar to that is the direct folklorisation of the advertisement image, which according to intent of the advertiser, through a kind of “tickling“ (stimulation) of the patriotism of the Bulgarian customer should increase the sales of those goods. In that manner folklorisation of advertising is used as an economical campaign stimulating local production under the heading ‘Choose the Bulgarian (product)’.

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