Pravljične junakinje v oglasih na Slovenskem Fairy Tale Heroines in Slovene Advertisements

Throughout the decades, folklore has proven to be a valuable resource for advertising. There are many folklore motifs, elements and features that are used in ads to enhance their communication with customers. Fairy tale heroines, like Snow White, Little Red Riding Hood, Sleeping Beauty and Rapunzel are one example of such folklore use. The aim of this article is to review and analyse such examples in Slovene advertisements in a ten-year period from 2003 to 2013. Most often folklore elements are forced to adapt their content and form to the characteristics of advertising, mainly to the fact that adverts must be short and concise, which leads to a variety of modifications. Stereotyped image of the heroines, unexpected twists and fragments of the most famous fairy tales today still manage to retain a certain degree of recognition and of its original meaning, which is vital to its usage in adverts.