Mythology of political advertising ; Мифологизация политической рекламы ; Міфологізація політичної реклами
There is no evidence that from the late XX century myth has become one of the most active remedies of political muscle, which is caused by tendencies in globalization, information system development, democratization. It led to profound alterations in cultural, technological and socio-political life. Myths are emerged in the practices of local and federal levels, public holidays, usage of consolidated marks by political parties, political competition technologies. Historical consciousness and the nature of politics have a bearing upon the mythopoetry. Political myth, that overrides archaic myth in our modern age, is acting as an instrument of moral and spiritual policy dimension. The myth rests on rationally approved semantic core, sparking rueful feelings and conforming to political technologies. Political advertisement can be concerned as a certain kind of modern myth or as one of the level of general advertising mythopoetry. It includes as commercial as public service advertising and another contiguous facts. Political advertisement is a kind of ideas proponent, extender of patterns, symbols and myths. It plays also an information function, because one of its tasks is announcing, introduction of the audience with the party, its candidates, views, moves, tenders and their advantage of opponents.It is noticed in the article that with the help of the myth a certain notion about the actors' manner is penetrated with collective consciousness and required mental set on voting is created. In this wise, mental set handles the direct, address liaison with them, using intelligible and conforming semiotic system.Myths work on people's consciousness diligently, reproducing validity on a queer way. In general, myth is emotionally charged and thus is very effective. Ordinarily, at most one idea of a particular importance is in the myth. Moreover, myths are closely related to symbols.Political myth is characterized by a certain bundle of elements, such as: worldview in the form of mythological intention of the relational Truth (fairness grounds), point in time connected with the national culture and history origins, moment of avatar or severe mutilation (the analogue of initiative experiences in mystic ritual ― chosen glory or trauma), future vision (getting round to the wombof the Golden Age), searching pushback 'we-they' (the analogue of mythic pushback 'Good and Evil').Political myth is indwell of adaptation: from identification of overall experience because of a certain psychological boundaries to symbolization and ritualization (i.e. symbolic operation and integration). The myth causes social ritualization at the ephebic stage, but afterward it passes into the stage of alignment and degradation, in the result of which it makes shipwreck, forfeiting mobilizing force.Such mythological features as ability to world distortion and consciousness allurement are used in political advertisement. It creates ideal and absolutely mythological example for existence, which we should gasp for. In this particular case it represents one of the main myth's functions, i.e. society improvement, chaos into space convertion.Political advertisement as a product of mythopoetry is characterized in the article. Incommensurability, appeal to authority, persistent, reference group influence, direct impact on daily living are the features of the myth. Political myth complies with integrating function in relation to the social role, identifies the importance of group and personality in the widest field of political relationship towards the state, nation, civilization at the level of group or individual consciousness. ; Выделены основные характеристики мифа, которые обеспечивают его функционирование в политической сфере общества. Анализируются природа политического мифа и его влияние на мотивацию политического выбора в контексте избирательных процессов в украинском обществе. Показано, что миф возникает в процессе мифотворчества и мифотворчества. Рассмотрены аспект применения определенных приемов или технологий в процессе мифотворчества. Определена сущность мифологизации политической рекламы как сложного коммуникативного процесса. Проанализирована роль политической рекламы в избирательных процессах как технологии создания и производства политических мифов. ; Виокремлено основні характеристики міфу, які забезпечують його функціонування у політичній сфері суспільства. Аналізуються природа політичного міфу та його вплив на мотивацію політичного вибору в контексті виборчих процесів в українському суспільстві. Показано, що міф виникає у процесі міфотворення та міфотворчості. Розглянуто аспект застосування певних прийомів або технологій у процесі міфотворчості. Визначено сутність міфологізації політичної реклами як складного комунікативного процесу. Проаналізовано роль політичної реклами у виборчих процесах як технології створення і виробництва політичних міфів.