Community through Advertising: Folklore in Slovene Advertisements

By Ba Simona Klaus.

Published by The Technology Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Not many processes grasp new technologies as fast as advertising. It has always been a synonym for new approaches, techniques, and unusual use of mass media for addressing the vastest audience possible. Folklore on the other hand, has for a long time been percieved as an unchangeable, stable, and traditional concept, often a complete opposite to mass media. Folklore as a science has undergone a large number of changes in the last few decades on a worldwide scale. Slovene folklore refused to address folklore phenomena which appear in mass media, i.e. advertising, because they were labeled as folklorism (fakelore) and as such, unworthy of scientific attention. Things have begun to change in the last couple of years and this paper will try to present the impact of media technologies upon society and some examples of the connectedness between advertising, folklore, and the community in Slovenia.

Keywords: Advertising, Folklore, Slovene Folklore, Mass Media

International Journal of Technology, Knowledge and Society, Volume 8, Issue 2, pp.7-18. Article: Print (Spiral Bound). Article: Electronic (PDF File; 245.247KB).

Ba Simona Klaus

Asistant Researcher, Department of Ethnology and Cultural Anthropology, Faculty of Arts, University of Ljubljana, Ljubljana, Slovenia

After receiving my BA in ethnology and cultural anthropology, I started to work as an assistant researcher. I’ve held exercises in folkloristics and advertising for students, attended international conferences across Europe, and written and published several articles and research advertising. My central point of interest is folklore in various mass media. I have written about the hero motif in computer games, and the development of the vampire image from the earliest beliefs to literature, television, and computer games. The latter is my diploma thesis. In my work, I address topics like folklore in some Slovene advertisements, the concept of monsters or the monstrous, and the image of Slovene national space. My doctoral theses on the folklore in Slovene advertisements from 1980 to 2010 is currently being reviewed.


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