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Mythology in the Advertising: Creating an Image of Russia in FIFA 2018 Advertising

Student: Dergalov Ruslan

Supervisor: Gasan Gusejnov

Faculty: Faculty of Creative Industries

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2017

Myth and communication are interrelated concepts historically, and constructing reality in a communicative environment is one of the most promising directions for research in modern science due to the development of a virtual information world. The communication environment is ahead of its capabilities as a person who uses simplified schemes of understanding the world as an "anchor" among the global international information field. One such scheme is a myth. The Russian Federation as an image in FIFA advertising is fragmentary, but at the same time with a clearly traced structure. To understand the global array as the Russian Federation in the context of the international event FIFA mythology is used, which finds its embodiment in the media, including in advertising. The image of Russia in advertising is endowed with a multitude of iconic signs, which in this case do not carry a full sense of reality, but a person in the advertising system is functionally and objectively attached to specific fragments of the Russian Federation.

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