Арт концепции – „Морфология на приказката
Art Conceptions: “Morphology of the Folktale”

Summary/Abstract: The objective factor in this article, which is related to a famous scientific study, applies a theoretical and practical perspective in order to analyze the impact of the showcase as part of visual merchandising and design, and precisely where a connection is made between the client and the fairy tale. Folktale components and archetypes, used in designing showcases, send messages that have an impact on the behaviour of consumer groups, and guide their practical use in visual communication. Scenes from famous fairy tales, recreated in showcases, are a mixture of different realities in terms of faces, prototypes, geography, language, shapes, magical tools and the imagination of the designer. They represent a successful advertising strategy and approach to the consumer groups, whereby a clear and apt form of communication is created. The task of folktale characters is to achieve a symbiosis between the customer and the popularity of the brand.

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