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 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.