Khavkina L. Ukrainian advertising myth : ways of creation, primary components and peculiarities of function

Dissertation is devoted to the research of advertising myth from positions of social communication, to comprehension of the Ukrainian advertising as a result of newest mythcreation, exposure of ways of creation, conceptual components and features of the Ukrainian advertising myth functioning. It is developed theoretical and methodological principles of advertising mythcreation analysis on the basis of mythological method of research of social-communicative phenomena and meta-theoretical examination of general academic and sectored approaches to the advertising study. A mythcreating tools and his capabilities is investigational involved in advertising to realization structurally-semantic components of advertising myth.