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Leta 1990 ga with academician Nikita Tolstoj at the In- je ivljenska pot zanesla v Italijo, najprej v stitute of Slavic and Balkan Studies. It will be shown below that the social circumstances are reflected in an ad and are also often used in the script to make the ad more familiar to the public.

Even Bolzano, kjer je imel jezikovni teaj rui- in his student years, his greatest inspiration ne. The claim that ads are mirrors of society opens a lot of new questions about relation- ships between making and creating advertisements and a certain cultural background.

Kmalu se je poroil in preselil v Auer na was Vladimir N. Med leti 19921998 je philologist who together with Vjaeslav sluboval na Univerzi v Pisi (Dipartimento V. Whoever wants to create a successful advertisement has to be aware of the fact that the audience is much segmented.

Ivanov had founded the Russian school di Linguistica gi Istituto di Lingue e Lette- of mythosemiotics. Television holds its power in the ability to address a huge population at the same time.

127 Mirjam Mencej: Simbolika niti in predenja v evropski folklori ....................................... Sklep Po opravljenem zbiranju in analizi sodobnih povedk v Velenju se lahko strinjam z mednarodno folkloristino skupnostjo, ko pravi, da dokonne definicije sodobne poved- ke (e) ne moremo sprejeti. Advertising has developed together with the development of various mass media and has undergone many changes since the 1980s, when numerous styles, concepts and patterns of advertising began to appear (Goldman 1992: 4).

151 Monika Kropej: From Tradition to Contemporary Belief Tales: The Changing Life of Some Slovenian Supernatural Beings from the Annual Cycle.............................. Glede na to, da gre za folklorno obliko, na katero je folklori- stika prvi opozorila ele pred pol stoletja, je razumljivo, da vsako novo delo o sodobnih povedkah izpostavi nove neznanke in reflektira stare, med katerimi e posebej izstopa vpraanje, kaj je pri sodobni povedki sploh sodobnega in zakaj jo loevati od povedke v tradicionalnem pomenu. Bennett, Gillian 1985 'What's Modern about the Modern Legend'. It has become inseparable from our everyday lives and reality.

1998 was, namely, mesto izrednega profesorja za slovenski je- the year in which Nikolai Mikhailov took zik in literaturo na Univerzi v Vidmu, kjer the post of associate professor of Slovene je postal tudi predstojnik katedre za slove- language and literature at the University of nistiko. And this symbolic part is in my opinion the area where secondary meanings of the ads formulate.

Z Oddelkom za jezike in kulture Udine (Dipartimento di Lingue e Civilt Srednje in Vzhodne Evrope pri Univerzi v dell Europa Centro-Orientale), and be- Vidmu smo julija 2002 tudi formalno potr- came head of the section of Slovene studies. This co-editorship of Studia mythologica Slavica, shared by the Institute of Slovenian V trinajstih letih urednikovanja je Ethnology at the Scientific Research Cen- pobudnik in soustanovitelj Studia mytho- tre of the Slovene Academy of Science and logica Slavica prof. Nikolai Mikhailov Arts (ZRC SAZU) and the Department for utrdil njen ugled v svetu, revija je postala Languages and Cultures of Central and pomembna in mednarodno priznana inter- Eastern Europe at the University of Udine, disciplinarna publikacija. 8 IN MEMORIAM: Nikolai Mikhailov je le nekaj dni pred svojim 43. Even though goods are knitted into our social lives through advertising, sometimes the outcome of the ad campaign has unexpected consequences in the society as one of the examples below will demonstrate.

187 Marko Pijovi: Nekoliko misli o moguem podrijetlu naziva Vlah................................. 257 Ambro Kvarti: Sodobne povedke: razmiljanje o najbolj sodobnem anru pripovedne folklore .......................................................................................................... Ob vseh zastavljenih in neodgovorjenih vpraanjih, ki zaznamujejo raziskovanje tega folklornega pojava, se zdi, da sta vso zmedo in nejasnosti e najlepe ilustrirala Gil- lian Bennett in Paul Smith z ironino opazko parafrazo porone zaobljube mladopo- roencev: // ta stvar, ta koncept, ta fenomen, ki se v dobrem in v slabem, v revini in bogastvu ter v bolezni in zdravju imenuje 'sodobna povedka'. V vsakem pogledu gre za kontroverzno in morda prav zaradi tega najbolj zanimivo folklorno obliko v sodobnosti. Today we can observe advertising in its full strength and colourfulness.

Fotografia sul retro della copertina: La maschera Carnevalesca, Cerkno, Slovenia. o., Ljubljana Vsebina Indice Contents IN MEMORIAM Nikolai Mikhailov (Moskva, 11. Kam ukazuj stredovek pramene i niektor vznamov dimenzie praslovanskho slova *jgrc (jeho odvodenn a kontinuantov) vo vybranch slovanskch etnojazykovch tradciach............................................................................................... To sodobno povedko lahko namre razumemo v lui drugega pomembnega aspek- ta, ki ga je izpostavil Gary Alan Fine (1979). Four examples of Slovenian television advertisements, each with its own type of folklore elements used, will be analyzed in this paper in order to illustrate the social and political situation in the 1980s, 1990s and at the end of the 20th Century.

Back cover photo: The carnival mask from Cerkno, Slovenia. 107 RAZISKOVALNE METODE IN INTERPRETACIJE LJUDSKEGA IZROILA ......... V njej lahko vidimo funkcijsko vrednost, saj izraa strah pred pretirano industrializacijo drubenega okolja, predstavlja pa tudi sred- stvo, kako se sooiti s brezosebnimi velikimi korporacijami, ki z upravljanjem materialnih dobrin usmerjajo ivljenje malega loveka, kot se jim zazdi (Fine n.d.: 479). 291 Folklore in Mass Media: National Garb, Places of Identity and Fairies in (Post)communist Advertising About advertising and its functions We can say that sooner or later every new medium is affected by advertising.

kljeva rokopisa (eprav, kot sem razumel, In relation to your article I would like iz vaega poroila, nista konana)? Should you be interested in doing zen tega bi bilo zanimivo prirediti zbornik so it might be possible to publish trekeljs lankov o slovenskem bajeslovju in sloven- lectures, furnished with commentary, in ski folklori. It would also be interesting to prepare an V asu njegovega obiska v Ljubljani anthology of articles on Slovene mythology je poasi dozorela ideja o ustanovitvi znan- and folklore. It comes directly to the consumer and it has a capacity to induce belief2 (Book, Cary, Tan- nenbaum 1995: 107-108).

e Vas to know if you plan to publish the two man- to zanima, verjetno bi bilo mono izdati uscripts by Karel trekelj, even though they komentirano besedilo trekljevih predavanj had, as I have understood, not been com- v nai Studi slavi (na primer l. stvene revije Studia mythologica Slavica, ki se je tedaj zdela najustrezneja pot za During Mikhailovs subsequent visit uveljavitev raziskav na podroju mitosem- to Ljubljana, the idea about a new scientific iotike in komparativne mitologije. Advertising is a part of the larger process of mass marketing which includes design, packaging, and retail display.

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