To browse Academia. Volume 2: Perspectives on national and regional identity. Fairy tale advertisement is a genre that uses either the plot or motifs from known fairy tales to affect the behaviour and attitudes of the audience.
In this article, advertisements that are derived from or related in other ways to fairy tales were analysed. The material for the study, taken from the Estonian advertisement competition Golden Egg and covering the years β, consists of single advertisements and ad campaigns that make use of fairy tale motifs.
All the ads were nominated by different advertisement companies; this indicates that that using fairy tales in ads is a viable strategy for attracting the potential consumer. The analysed ads use fairy tale motifs either from a positive i. Out of different ad formats, TV-advertisements follow a similar structure: the initial plot of the fairy tale is changed by a caption that designates a turn in the story, and in the final frames, the product is presented.
This strategy was also applied in the video clips advertising Estonia at the Eurovision song contest Estonian folklorists have created several databases for on-site use and also a couple of dozen web-based databases to facilitate research and increase the accessibility of archival material.
The article gives a survey of four web-based databases managed by the researchers of the Estonian Folklore Archives: runic songs, place-lore, children's games and folktales. On the one hand, these databases are tools that can be used for research purposes and for preparing text publications; on the other hand, they can be used by a wide range of interested parties. As the databases have been prepared over a long period of time, and some of them are based on on-site databases, the principles on which they have been created differ to some extent.
