Advertising Mythology – A New Dimension of Contemporary Advertising
Advertising Mythology – A New Dimension of Contemporary Advertising

Summary/Abstract: Contemporary advertising may be characterized by many features which could not have been even imagined half a century ago. One of these faces is rendered by the appearance of a new series of guarantees which belongs to a certain mythological universe. It is a fact that advertisements may have a stronger impact upon consumers suppose they make use of the image of certain persons (whether they are VIPs or not), called “guarantees”. Their authority and prestige will influence the consumer and make him purchase the promoted product. They will make him even want to copy the life style of the respective “guarantee”. The present paper is focused on finding out the influences of culture upon advertising. More exactly, the way the guarantees may be created in close connection with certain cultural archetypes well-known by all the community for which the advertisement was created. When we refer to „culture”, we actually mean those spiritual creations rooted in immemorial times. The case study is represented by a series of Romanian contemporary advertisements which have been looked into by means of pragmatics.

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