Keyword: «mythological consciousness»

The archaic consciousness as the mythological conscience is heterogeneous. Therefore, in the article the author actualizes the problem of the division of the archaic consciousness into two types: primordial, natural type (called physiogenous) and artificial type (called sociogenous).

There is a large number of new opportunities for the creation and use of political myths during the period of intensive promotion of information technologies. The present time is a period of created reality constructed with the help of myths. For this reason, understanding the elements and their interrelated work in political mythology is an important factor for survival in today's society. Consequently, there is an increasing need for research and careful study of this issue.

The article analyzes the use of nature images in the works of F. Iskander. It is noted the importance of nature for the "natural" man, who is in close spiritual connection with it. The understanding of nature by Chegem people as a kind of animate being with divine power is actualized. The author comes to the conclusion about polyfunctionality of nature in the works of F. Iskander and highlights its main functions.

The purpose of the study was to reveal the mythmaking techniques in advertising. The author studies attributes common to the myth and to the advertising; ways of persuading and influence on consumers which advertising borrowed from mythology. The information is based on the recent studies. The result of the assessment is the list of the typical attributes of the myth-design.