Koshetarova L. N. Archetype and Symbol as the Main Expressing Forms of Advertising Cultural Meanings

(The Tyumen State Academy of Culture and Arts)

Abstract ♦ This article considers advertising as the phenomenon of culture, whose specific feature is to form sense. The author pays attention to symbols and archetypes as the main ways of realization of cultural meanings of advertising.

Keywords: sense, sense genesis, culture, advertising, symbolization, symbol, archetype, advertising image.

Koshetarova Liudmila Nikolaevna, Postgraduate, Lecturer, Department of Tourism and Hotel Business Management, the Tyumen State Academy of Culture and Arts. Tel.: +7 (3452) 29-70-37. E-mail: ljudmila-k2002@mail.ru

Citation: Koshetarova, L. N. (2010) Arkhetip i simvol kak osnovnye formy vyrazheniia kul'turnykh smyslov reklamy [Archetype and Symbol as the Main Expressing Forms of Advertising Cultural Meanings]. Znanie. Ponimanie. Umenie, no. 4, pp. 122–126. (In Russ.).

RUSSIAN VERSION

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