205 KB28 KB199820252014Klaus, Simonaštevilka:17str. 287-296ISSN:1408-6271COBISSID:37938989URN:URN:NBN:SI:doc-WT9SN4R8slUniversita degli Studi di Pisa, Dipartimento di Linguistica, gia Istituto di Lingua e LetteraturaZnanstvenoraziskovalni center Slovenske akademije znanosti in umetnosti, Inštitut za slovensko narodopisjeStudia mythologica Slavicaadvertisingdobro in zlofolkloristicsfolkloristikamitologijamythologyoglasioglaševanjepošastipravljičnostPravljične pošasti in pošastno v oglasih|In folklore, evil has always been represented by monsters in various shapes and sizes. Through cultures, the demonic world has been the fearsome counterpart of the good, the two worlds coexisting in a constant struggle. In folklore, many fairy tales, tales and other narratives speak of this battle between good and bad. It does not come as a surprise that this motif also appears in advertisements, which shape our everyday way of life. This article addresses the issue of how advertisements use monsters to represent various fears, i.e. disease or bacteria, and the advertised product as an instant, magic means to overcome itTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaZRC SAZU