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.
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