Open AccessTOTEMISM CULT IN THE ERA OF TECHNICAL INNOVATIONS
Author(s) -
E.I. Medvedeva
Publication year - 2019
Publication title -
juvenis scientia
Language(s) - English
Resource type - Journals
eISSN - 2414-3790
pISSN - 2414-3782
DOI - 10.32415/jscientia.2019.07.05
Subject(s) - totem , mythology , cult , appeal , folklore , sociology , advertising , history , aesthetics , business , art , political science , law , anthropology , classics
The article represents the study of the roots of religious totemism in modern advertisement. It has been noticed that the motives of marketers and advertising specialists who use totemic myths coincide with the motives of shamans who appeal to totems. Among them we can highlight the desire to get a kind of help from a totem animal, the desire to acquire the characteristics of an animal to adapt to the environment, and the need to expand the emotional background and unity with nature. Special attention is paid to advertising of innovative products - smartphones and cars. The motives for addressing totems in these two cases are the same. However, here we often see a modified totem: robots and computer models supersede animals. This is a new trend in the era of technical innovations, and there is reason to believe that it will continue to evolve.