Królewicz Marko – reaktywacja.O funkcjonalizacji motywów mitologii narodowej w przekazie reklamowym
On the Functionalisation of Motifs of National Mythology in Advertising Message

Summary/Abstract: The work known as Marko Kraljević – Reactivation depicts methods of using national mythology elements in media discourse. The example of the Serbian TV commercial promoting bank services has shown how tradition and national symbols function in multicultural environment, understood here as the characteristic of pop culture which in turn combines forms and contents derived from various cultures. The analysis of commercial spots allows one to conclude that commercials, being contemporarily a significant tool of socialization and a record of social changes, play an active role in the transformation process. It fosters a new model of culture along with a new lifestyle and role model both of which constitute a fundamental part of the former.

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