The mythical transfer in the advertising field
The mythical transfer in the advertising field

Summary/Abstract: The present analysis has set itself the purpose to approach the mythical dimension of the advertising performance by identifying the specific traits of several myths: the myth of returning to the origins, the erotic myth and the heroic myth. Among these I have focused my attention especially on the last one (the hero’s myth) which can often be spotted in advertisements, endowed with a partially modified image in comparison to the classic perspective. The intention is to prove that advertising reactivates mythical structures which then it organizes and also allows the possibility of recognizing the old levels of significances. In this article I have shown the hypostases of the hero in advertising depending on the relationships between the product and the consumer. The approach is based on examples taken from the Romanian advertising performances which represented also the basis for my reconstruction of the heroic profile within the contemporary data. Finally, I have underlined some of the myths’ features discovered inside the advertising performance. The analysis of these characteristics relies on the definition of the myth from the narrative perspective, as a sacred and exemplary history, as it was suggested by Mircea Eliade and Claude Lévi- Strauss.

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