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: