Publicidad en torno al mito: El uso de figuras mitológicas como herramienta persuasiva del discurso publicitario

Abstract

This paper attempts to study the reproduction and repetition of many classic mythological figures in contemporary advertising productions, and is sorted in order to find the cause of this phenomenon and its influence in the construction of archetypes in postmodern society as well as in consumer trends, resulting in advertising becoming today's mythology.