СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ МІФОЛОГІЇ В РЕКЛАМІ

Abstract

The issues of mythologization of consciousness in our time are considered, which is associated with crisis conditions of life, when a person cannot, on the basis of rationalism, explain changes in the existence of society and appeals to irrational factors, including myths and archetypes. This phenomenon is actively used for the purpose of influence in various fields, including advertising, which determines the purpose of this study - to carry out a philosophical and psychological understanding of the use of images of myths and archetypes in the field of advertisingThe study raises the problems of balancing the components of the rational, real and mythological in the field of advertising; influence on the formation of consumer consciousness; social responsibility of advertising. Based on a study of the use of images of myths and archetypes in advertising, it is shown that the effectiveness of using symbols designed by advertising creators is determined by the fact that the mythological worldview is a type of a person’s syncretic view of the world, when for him there are no fundamental differences between the image created under the influence of myth-making, and objective reality.Therefore, information conveyed by images of myths and archetypes is easily perceived, as if it seems simplified and designed for irrational perception, symbolic modeling of existence. It is concluded that appealing to myths and archetypes in advertising makes it possible to set value orientations, sets of sociocultural norms, appeal to social memory and collective experience, model a system of values, approve certain models of behavior, which actualizes the issue of social responsibility of mythogenesis.