Mythologization as a communicative strategy of political and advertising discourse

Gaponova Yulia Viktorovna, Kochetkova Olga Leonidovna

The article discusses the role of myths produced with a focus on "new cultural fashion." The importance of myth-making in the implementation of communicative influencing techniques is noted. In addition, the functioning of a communicative strategy of mythologization associated with interpersonal interactive interaction within the boundaries of a communicative act is considered.

Keywords:Communication, communicative strategy, manipulation, myth, mythologization, advertising discourse, political discourse.