Abstract: The subject of this research is the use of formal-structural mechanism of generating the original promotional texts in such cases, when the interpreting potential of advertised goods tends to zero. It is commonly known that advertising in tendency deals with the minutiae of mass production, initially alienated from a creator, which often are similar or identical. Among the motives and approaches that allow an advertiser to overcome this, is such specific method of representation of product as the creation of puzzles. The author applies the method of discursive analysis that allows focusing attention on extra-linguistic (primarily pragmatic and psychological) factors that accompany production and actualization of the advertisement. Being in the shared theoretical-methodological field of studying creolized texts, the author uses comparativist approach towards determining the polycode promotional patterns, which permanently reproduce the question-answer situation. The scientific novelty lies in the statement that one of the possible inspiration modes for the advertiser in such situation becomes the mode of puzzle-creator, which combines the functions of coder and decoder. The main hermeneutic conclusion is that such “puzzle-creator” is forced to interiorize the cognitive model of an ideal representative of targeted advertising audience, for whom the solution of the invented puzzle will harmoniously combine the intrigue and comfort.  

Abstract: The subject of this research is the long-term strategies of interaction of the natives of Siberia and the North with natural environment. Special attention is given to the reflection of archaic culture of this region with regards to diversified forms of interaction with such subsystem of natural environment as the wild world. This reflection is subjected to axiological research problematization, appropriate to the ambience of structuralist revival of Rousseau’s ideals. Having realized the danger of ritual self-delusion, which victim in the context of interaction with nature becomes a “natural human”, the authors focus attention on the consciously ambivalent “philosophy of intentions” of the natives of Siberia and the North, attractive (at least) as a trial version of the ideology of rational egoism. The authors apply the method of classification that allows discerning the invariants of mythological representations and ritual practices. As a result, the article systemically demonstrates a list of models (motives) of primeval consciousness that postulate one of the its fundamental ideas – understanding multiple objects of wild world as the so-called human “alter ego”. Explication of such pattern lead to formulation of a conclusion that all natives of Siberia and the North practice the dual orientation towards “control” and “synergy” with wildlife, which in modern consciousness are often interpreted as the alternative strategies.

Abstract: The article is devoted to the comparative analysis of archaic mythologies and modern advertising. Comparative approach focuses on the complexity of transformations in the center of the discussion. It is shown that the process of Chaos transforming into Cosmos is the core of a myth as it is and requires sacrifice and maximum efforts from demierge subjects. Advertising, on the contrary, transmits the  ideologeme of the easiest existetial and socio-cultural dynamics.