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  • Antika za vsakdanjo uporabo : antika v sodobni popularni kulturi, komunikaciji in trženju
    Sunčič, Maja
    The article analyses the uses of antiquity in everyday life by adducing examples from the Slovene printed media, consumer manipulation, and popular culture. The culturally conditioned mentality and ... contexts in which antiquity is exploited are significantly reflected in the media manipulation of ancient symbols, allowing us to reconstruct the collective imagery. Another important aspect is the manipulation of the consumer, since the strategies of advertising through ancient symbols permit us to observe an important component of contemporary Slovene ideology. At the beginning of the transition period in the nineties, this strategy was heralded primarily the investment company Atena and the brokerage house Nika, while a later "story of success" can be observed in the example of the Ljubljana Business and Trade Centre (BTC), a shopping mall complex. The present analysis concentrates on three instances from the BTC: the shopping mall Emporium, the multiplex cinema Kolosej (Colosseum), and the wellness centre Kalipso. These represent an American version of a shopping mall-cum-amusement park, attempting to combine the spectacular and the popular with a touch of "antiquity". The use of antiquity for the names, however, is largely ignored both by the media and the public. What is criticised or endorsed is the consumerist culture of the BTC, represented bz these embodiments of "antiquity", while the important role of ancient symbols in advertising goods and services escapes notice. Such "ancient" embodiments, however, are not limited to economic aspects but include also elements of entertainment. Another field where ancient symbols have proved extremely successful is Slovene trivial literature, namely the pulp-novel Kalipso bz Vesna Milek. The extraordinary success of the novel, as well as the "intellectual" status accorded to the author because of her use of antiquity, make the book an important object of study for the analysis of contemporary Slovene projections of antiquity.
    Vir: Antika za tretje tisočletje (Str. 213-238)
    Vrsta gradiva - članek, sestavni del
    Leto - 2004
    Jezik - slovenski
    COBISS.SI-ID - 22284077

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