| Abstract [eng] |
Advertisement in which literary, mythological or folkloric character acts, creates a single and very specific image that embraces both advertiser and user, as well as advertising dealer and society.Object of this work: literary, mythological and folkloric characters, acting in advertising discourse. These characters having left their original authors and works come to advertising discourse turning into individually existing subjects. The main task of ad creators is to present the characters so that the user, seeing them in advertising discourse, recognizes them as fast as possible – in that way, even the concepts created by the characters in other disciplines remain popular and influential. Master thesis analyzes how the literary, mythological, folkloric characters were created and what function they performed in their original works, as well as how they change having entered the advertising discourse. In the literary context, the characters acted in accordance with the rules in one way - the author’s conceived plot, and now, entered into the discourse of advertising, these characters are rebuilt according to the strategy necessary for the advertisers. Recreated characters reach the ad consumer and start acting on the intertext basis, but implying entirely new meanings, i.e. consumer reads the advertisements with acting literary, mythological and folkloric characters, in the totally new way: according to requirements and regulations applied for advertising. Literary, mythological and folkloric characters having entered any of the advertising discourse, first of all become the part of mass communication, so they must “play” according to MC rules, inevitably change, become new, second, it is important to note that these characters in the original works having clearly defined character traits, certain exceptional qualities, attitude, behaviour and appearance, in the advertising discourse are often mythologized - converted into the concepts of common use, some global, collective consciousness characteristic images, which help users better understand the good opinion of the advertised product shown in the ad. |
