. XXXIV . 2 . 639-656 - 2010.

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Violeta Cvetkovska Ocokolji, Tatjana Cvetkovski, Belgrade

IN SERCH FOR THING SPIRIT: USE OF MYTHOLOGICAL AND ALCHEMICAL ELEMENTS IN CONTEMPORARY

ECONOMIC PROPAGANDA Summary

This paper deals with visual communication in the field of economic propa-ganda. Widely accepted opinion is that the economic propaganda imposes itself with superficial, aggressive way of presenting the product. However, this paper will ex-amine deeper forms of human communication within visible and invisible environ-ment. Deeper contents which communicate with the recipient on the subconscious level can be revealed by the method of effects analysis of basic art elements on the human consciousness and by the introduction of "distortion" of elements analysis. The establishment of ancient mythological form and alchemical revival matter is explored throughout analysis of two advertisements of the global Coca-Cola Company.

Key Words: product, distortions, visual communication, alchemy

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