
	Philosophy and Culture Reference: Plakhin, V. T., Koroselova, O. T. ‘Simplicity as a Negative Concept….’ (Myth and Advertising as Generally Adopted Axiological Antagonists) // Philosophy and Culture. 2012. № 4. P. 72-77. URL: https://en.nbpublish.com/library_read_article.php?id=59382 Plakhin, V. T., Koroselova, O. T. ‘Simplicity as a Negative Concept….’ (Myth and Advertising as Generally Adopted Axiological Antagonists) Abstract: The article is devoted to the comparative analysis of archaic mythology and modern advertising. Comparative study is focused on the problem of complexity of transformations in the center of this discussion. It is well shown that being the core of the myth as itself the process of transformation of Chaos into Cosmos requires demiurge of sacrifice and maximum exertion. Quite on the contrary, advertising texts successively transmit ideologeme of light existential and socio-cultural dynamics. Keywords: philosophy, mythology, creation, transformation, rite, initiation, advertising, socialization, simplicity, easiness. This article can be downloaded freely in PDF format for reading. Download article This article written in Russian. You can find original text of the article here . References 1. Bart R. Mifologii. M.: Izd-vo im. Sabashnikovykh, 1996. 312 s. 2. Levi-Stros K. Strukturnaya antropologiya. M.: Nauka, 1983. 536 s. 3. Levi-Stros K. Mifologiki. V 4-kh tt. Tom 1. Syroe i prigotovlennoe. M.; SPb: Universitetskaya kniga, 1999. 400 s. 4. Meletinskiy E.M. Mif i skazka // Meletinskiy E.M. Izbrannye stat'i i vospominaniya. M.: Izd-vo RGGU, 1998. S. 284-296. 5. Meletinskiy E.M. Poetika mifa. M.: Vostochnaya literatura, 2000. 408 s. 6. Menovshchikov G.A. Ustnoe povestvovatel'noe tvorchestvo eskimosov // Eskimosskie skazki i mify. M.: Nauka, 1988. S. 5-22. 7. Sokolova Z.P. Kul't zhivotnykh v religiyakh. M.: Nauka, 1972. 213 s. 8. Torichko R.A. Reklama kak mifologicheskaya kommunikativnaya sistema: Avtoref. dis. … kand. filol. nauk. Barnaul, 2001. 22 s. 9. Freydenberg O.M. Mif i literatura drevnosti. M.: Vostochnaya literatura, 1998. 800 s. 10. Tsiv'yan T.V. Mifologicheskoe programmirovanie povsednevnoy zhizni // Etnicheskie stereotipy povedeniya. L.: Nauka, 1985. S. 154-178. 11. Chesnov Ya.V. Lektsii po istoricheskoy etnologii. M.: Gardariki, 1998. 400 s. 12. Eliade M. Obrazy i simvoly // Eliade M. Mif o vechnom vozvrashchenii. M.: Ladomir, 2000. S. 127-247. 13. Eliade M. Taynye soyuzy: Obryady initsiatsii i posvyashcheniya. Kiev: Sofiya; M.: Gelios, 2002. 352 s. 14. Yuan' Ke. Mify drevnego Kitaya. M.: Khudozhestvennaya literatura, 1987. 358 s

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Plakhin, V. T., Koroselova, O. T. ‘Simplicity as a Negative Concept….’ (Myth and Advertising as Generally Adopted Axiological Antagonists)