MYTH AS AN ADVERTISING TOOL: PHILOSOPHICAL ANALYSIS
The article investigates the theoretical and methodological foundations of the phenomenon of myth in the context of modern advertising. The modern advertising development tendencies as an artistic practice, reflects the existence of a human being, forms a modern cultural space. Modern mass culture is becoming an industry for the production of myths. At the same time, advertising creates an ideal mythological model of human existence in the public consciousness. The preparation of advertising messages takes place in a special dualistic way, corresponding to mythological thinking.