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 object of this research is the difference between the archaic (primeval) myth and modern commercial advertising, which in foreign and national literature is often interpreted as one of the mythological practices that mystifies the public consciousness. The subject area of this research is the specificity of the provided in these discourses metamorphoses, viewed in terms of the binary opposition “consistency – arbitrariness”. The goal of this work is to identify the indicated peculiarities and demonstrate that they are determined by nature and designation of one or another narration as the historically and functionally defined element of the sociocultural system. For achieving of the set goal, the author applied the comparativist methodology, complemented at the level of advertising semiosis by the methods of semantic and discursive analysis. As a result, it is established that metamorphoses valuable for the myth and advertising relate to the diverse – ontological and structural-semantic dimensions of the discursive realm. If for the classical myth, the conceptual transformations are the subject metamorphoses as such, which reflect its cosmogenic essence, the key idea of advertising is associated with metamorphosis of the trade name of denotative sign to primarily connotative. At the same time, it is demonstrated that unlike the mythological transformations, subordinated to a number of sustainable principles, the connotative explication in advertising has a pronounced arbitrary character.

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.