Klaus: SMS 13

STUDIA MYTHOLOGICA SLAVICA
| Znanstvenoraziskovalni center SAZU

STUDIA MYTHOLOGICA SLAVICA 13, 2010

Simona Klaus:

Folklore in Mass Media:
National Garb, Places of Identity and Fairies in (Post)communist Advertising

Abstract

There are many ways in which folklore elements, motifs and events appear in the mass media. I will try to put forward some examples in Slovenian advertising and analyse the elements of folklore used. The advertisements in question have been made between the 1970's and the end of the 20th century and for better understanding of the broader social situation in those various times, the political situation is also mentioned. The aim of the article is to show the variety in using the folklore motifs in Slovenian advertising through a longer period of time. The advertisements in a way reflect the social climate in which they were made and the folklore motifs are also used to express a particular agenda. It has to be pointed out that the connections between folklore motifs, advertisements and political agendas are made from the subjective viewpoint of the author.

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