Мiф як джерело символикi реклами (на матерiалi українських рекламних текстiв)

In the article, a semiotic description of Ukrainian advertising slogans was made, based on the symbolism of image-archetypes and other mythic motives, constituting the implicit content of an advertisement. The analysis allows the advertisement to be treated as a double structure (the denotational and connotational meanings of advertising content), as well as the ritual-mythic domain, embodying a separate, perfect world, subject to the consumer’s interpretation.