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291 GRADIVO ............................................................................................................................... 307 MATERIALE ........................................................................................................................... 307 MATERIAL ............................................................................................................................. 307 Boris ok: Opis poganskega obreda v spodmolu Triglavca ............................................. K temu ga je ethnology and folklore, inspired by the an- spodbudil zbornik Razvoj slovenske etnolo- thology The Development of Slovene Eth- gije od treklja in Murka do sodobnih etno- nology from trekelj and Murko to Modern lokih prizadevanj. Nikolai suggested komentirano objavo trekljevih predavanj the publication of Karel trekeljs lectures, v znanstveni seriji Studi slavi in zbornik furnished with commentary and published lankov o slovenskem bajeslovju in folklori. In obratno: podatki o sodobni drubi (torej o kontekstu), ki jih prispevajo druge znanstvene discipline antropologija, etnologija, psihologija, sociologija, zgodovina in podobno lahko folkloristiki pomagajo bolje razumeti pojav sodobne povedke, najbolj sodobnega od vseh anrov pripovedne folklore. This article sees certain ads firstly as a means of selling products and secondly as promoters of ideological agendas.309 Ladislav Placer: Triglavca, kraj eenja plodnosti. 313 IN MEMORIAM 1 2 - Nikolai Mikhailov 7 (Moskva, 11. in the Studi slavi scientific book series, and Zanimal se je tudi, kako potekajo terenske an anthology of papers on Slovene mytho- raziskave in zbiranje etnolokega gradiva v logy and folklore. Med drugim pie: was also interested in the field research in Slovenia: Z velikim interesom sem prebral Va S T U D I A lanek o rokopisih trekljevih predavanj v I read with great interest your article zborniku Razvoj slovenske etnologije. This second function is often not planned and it appears after the public sees it and defines it in this way.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.e leta journal that would bear the name Studia 1998 je izla prva tevilka te interdiscipli- mythologica Slavica gradually started to narne znanstvene revije v Ljubljani in Pisi; form. Through it, as carried through the mass media, the imaging process reaches the consumer, publicly and privately.

199 : : ( ).............................................................................................. 211 : : , , ................................................. 273 Simona Klaus: Folklore in Mass Media: National Garb, Places of Identity and Fairies in (Post)communist Advertising ....................................................................... 2010) 2 0 1 0 , - X I I I S L A V I C A Januarja leta 1995 je prilo Nikolajevo It was in January 1995 when Nikolais M Y T H O L O G I C A prvo pismo na moj naslov. In this letter he ex- zanimanje za slovenske raziskave na podro- pressed his interest in research into Slovene ju etnologije in folkloristike. V lui prizadevanj za interdisciplinarnost humanistine in druboslovne znanosti lahko folkloristika z empirinimi raziskavami in z interpretacijo sodobnih povedk vse- kakor pomaga bolje razumeti sodobno drubo in kulturo. Defining the vari- ous roles of advertising in the modern world can help us to understand capitalist societies in the past and today.125 Suzana Marjani: Dragon and Hero or How to Kill a Dragon on the Example of the Legends of Meimurje about the Grabancija and the Dragon .......................... Tako jo lahko razumemo tudi kot sploen izraz nezaupanja proizvajalcem in distributerjem materialnih dobrin v sodobnem dru- benem okolju. Ads exist in many forms; oral, printed or digital and appear in newspapers, on television or radio, in games, on the internet, posters etc.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).entific book series which have been already V zvezi z Vaim lankom rad bi published Anthology of Slavic Mythology vpraal, ali imate v nartu objaviti tre- and Anthology of Baltic Mythology. Advertising has become a very diverse (and costly) part of our everyday reality.

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).The intrinsic importance of its duties and the extraordinary extent of its authority and of the territory under its jurisdiction have caused the cardinal prefect of Propaganda to be known as the "red pope".

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