MYTHOLOGEM «PLEASURE» IN THE CULTURE OF THE CONSUMER SOCIETY.

Abstract

This article analyzes the mythologem «pleasure»as a structural unit of the consumer myth.
Are noted reasons for activation of mythmaking in the modern society. It was shown that ideology of
consumer society is focused on the mass consciousness and she not applies to the logic and reason,
and to feelings and emotions because is made in the form of myth. It was revealed that in a society of
consumption mythologem «pleasure» is becoming one of the leading tools mythmaking and plays an
important role in the formation of values.