Националното като рекламен репертоар
The national as an advertising repertoire

Summary/Abstract: The paper analyzes the advertisement as a cultural form through which we could interpret the popular common sense. On one hand, it situates the commercials in the research field of consumer culture. On the other, the attempt of the text is to focus the attention on one specifi c advertising repertoire in Bulgaria: the national images. The main problem is how to interpret the transformation of the national into commercial images. The paper argues that this de-dramatizes the national imaginary and transforms these images from national into local ones.

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