The Greek word “Mythos” means story. Myths are sacred stories. It emerged in order to understand the creation of the world, the unexplained order of nature, the adventures of gods and heroes. Myth is a language that includes many metaphors in ancient societies. The mythical stories of modern society have taken a different place in the consciousness of society. The visual and emotional characters of mythologies are the means used for the transmission of fairy tales. Advertising benefits from the implication of myth. Using mythology as a means of advertising is undergoing the use of imagination that exists in societies. The cultural elements of the advertisement and the relationship with myths are closely related to the phenomenon of consumer society. In the consumer society, consumption is also done on behalf of symbolic values such as difference in need, belonging to a group, acquiring an identity and acquiring an image. The product or service has become the totem of the target audience. Values such as properties, body beauty, power, divinity, independence, heroism, productivity and sexuality seen in universal myths constitute a system for consumption tools. Regardless of the target audience, the myth, product or service used in advertisements allows the person to have the opportunity to express himself indirectly. In this study, print advertising and its features, newspaper and magazine advertisements will be explained with examples. Visual learning and association, visual elements and the place of myth among creative advertising strategies will be explained in the print announcements and advertising analysis will be made with the given examples.
Long abstract of your presentation
Main author information