RT Journal Article
T1 Archetypes in Today´s Advertising
A1 Furnica Slusaru, Ioana Aída
AB This paper explores ancient myth and mythological figures in contemporary advertising as a means of communication with consumers. In a hermeneutical and analytical way, through psychologic and semiotic theories, we classify and analyze the most recurrent themes: mythical time; beauty and eternal youth; success and power; idyllic environment, the search for the lost paradise. Based on universal archetypes, we see how advertising becomes an excellent vehicle to effectively reach the receiver’s subconscious and act as an inciter to consumption.
PB Editura ARTES
YR 2021
FD 2021-05-01
LK https://hdl.handle.net/20.500.14352/116361
UL https://hdl.handle.net/20.500.14352/116361
LA eng
DS Docta Complutense
RD 26 jun 2025