Mythization by advertising means in the field of higher education: the worldview and communicative aspect

Keywords: symbolic exchange, symbolic production, modern myth, higher education institution, advertising myth, advertising activity, communication, media reality, competitive educational quality


The article examines the process of mythization, which occurs in the advertising activities of higher education institutions. It is noted that in contrast to commercial advertising of other economic entities, advertising of higher education institutions is limited to the choice of forms and methods, as educational services are regulated not only by the economic institution of society, but also by education, culture and politics. Based on the analysis of more than 500 advertising messages (voice, visual, audiovisual) of higher education institutions of Ukraine, it is established that the vast majority of advertising has the character of a presentation of specialties and facilities of a higher education institution. This advertising is often made by non-professionals, its dominance in the media space causes the recipient not to perceive large arrays of information load, which is characterized by a low level of recognition of the subjects of advertising. The production of mythologemes allows advertising resources to increase the effectiveness of action, to form a campaign strategy for several years.

 The main mythologemes produced by advertising in the field of higher education are «new stage of life», «popular specialty», «ease and accessibility of education», «here you will be taught by the best professionals», «leader of education», «education for all», «higher education institution in your region». In particular, it is noted that the integration of mythologemes «popular specialty» and «ease and accessibility of education» allows the advertiser to appeal not to assess the essential strengths of the child and the need for rational choice of potential models for personal self-realization, but to the ambition of parents. An important component of the mythization process is the production of new archetypes. The mythologeme «education leader» is reflected in quasi-ratings, the proclamation of the word «leader of the region» in slogans and often does not involve the use of complex mechanisms to confirm the proclaimed advertising messages. The use of tagged advertising leads to the assertion of the advertising myth about the ease of material education in «their» region. An important component of the mythization process is the appeal to the archetype of the researcher in a white coat, as well as the production of new archetypes, including the «crazy professor». Along with the processes of mythization, there is also demythization, which is designed to apply the means of monitoring the market of educational services and compliance with competition rules, to introduce rational criteria for evaluating the activities of higher education institutions while maintaining their autonomy.


Download data is not yet available.

Author Biography

Mykola Slyusar, Zhytomyr Ivan Franko State University

– Ukraine
– Zhytomyr Ivan Franko State University, postgraduate student
– Chief editor of «SK1» TV channel


Deineha, I. O. (2018). Reklama yak instrument formuvannia tsilovoho rynku zakladiv vyshchoi osvity [Advertising as a tool for forming the target market of higher education institutions]. Intelekt XXI, 4, 126-130. (in Ukrainian).

Polysaiev, O. P. (2008). Arkhitektonika suchasnoho mifu: monohrafiia [Architectonics of modern myth: a monograph]. Ternopil: Aston. (in Ukrainian).

Rozpochaty nove zhyttia z Zhytomyrskoiu politekhnikoiu: dosvid profesora Umezava Khanako, hromadianky Yaponii [Starting a new life with Zhytomyr Polytechnic: the experience of Professor Umezawa Hanako, a citizen of Japan]. 06.2020: (in Ukrainian).

Riabchenko, V. I. (2015) Vyshcha shkola Ukrainy v zahalnotsyvilizatsiinomu konteksti: sotsialno-filosofskyi analiz z pozytsii svitohliadno-kompetentnisnoho pidkhodu. [Higher school of Ukraine in the general civilization context: socio-philosophical analysis from the standpoint of worldview-competence approach] Kyiv: Fitosotsiotsentr.Рябченко-Вища-школа-України.pdf (in Ukrainian).

Saukh, P. Yu. (2012). Suchasna osvita: portret bez prykras : monohrafiia [Modern education: a portrait without ornaments: a monograph]. Zhytomyr: Vyd-vo ZhDU im. I. Franka. (in Ukrainian).

Sliusar, M. V. (2018). Mifichne ta mifizatsiia v media prostori i reklami: teoretyko-metodolohichni problemy [Mythical and mythization in media space and advertising: theoretical and methodological problems]. Ukrainska polonistyka, 15, 76-84. (in Ukrainian).

Tkachenko, O. O. (2016). Spetsyfika reklamnoi diialnosti navchalnykh zakladiv u konteksti yikh pozytsionuvannia [The specifics of advertising activities of educational institutions in the context of their positioning]. Polihrafiia i vydavnycha sprava, 1, 209-215. (in Ukrainian).

Khavkina, L. (2010). Suchasnyi ukrainskyi reklamnyi mif: monohrafiia [Modern ukrainian advertising myth: monograph]. Kharkiv: Kharkivske istoryko-filolohichne tovarystvo. (in Ukrainian).

Bell, D. (1999). The coming of post-industrial society: a venture in social forecasting. New York: Basic Books.

Demıray, U., Nagy, J., & Yılmaz, R. (2007). Strategies for the marketing of higher education with comparative contextual references between Australia and Turkey. Turkish Online Journal of Distance Education, 8 (2), 157-173.

Gibbs, P. (2007). Does Advertising Pervert Higher Education? Is There a Case for Resistance? Journal of Marketing for Higher Education. 17:1, 3-11,

Mills, C. W. (2002). White Collar: The American Middle Classes (50th anniversary ed.). New York: Oxford University Press.

Polishchuk, О. (2015) Mythopoesis і mitologizacja jako fenomeny wspotczesnej kultury [Mythopoesis and mythologization as phenomena of contemporary culture]. In Mitoiogizacja kultury w polskiej і iberyjskiej tworczosci artystycznej. Eds. Wojciech Charchalis, Bogdan Trocha, Zielona Góra: Uniwersytet Zielogórski, 2015, 33 – 42.(in Polish)

Slyusar, V. M., & Koval, V. O. (2020). Advertising in the modern urban space: a socio-philosophical analysis. Zhytomyr Ivan Franko State University Journal. Philosophical Sciences., 2 (88), 146-156.

Zervina, O., & Stukalina, Y. (2018). Developing a Marketing Strategy for a Higher Education Institution in the Agenda of Customer–Driven Education In Reliability and Statistics in Transportation and Communication: Selected Papers from the 18th International Conference on Reliability and Statistics in Transportation and Communication (17-20 October 2018, Riga, Latvia). 759-767.

Abstract views: 124
PDF Downloads: 170
How to Cite
Slyusar, M. (2021). Mythization by advertising means in the field of higher education: the worldview and communicative aspect. International Scientific Journal of Universities and Leadership, (11), 25-34.
Development of society and higher education: philosophical aspects