UKRAINIAN PROVERBS ABOUT COSSACKS AS A DESIGN ELEMENT : TRANSMISSION OF THE CULTURAL CODE

Abstract

The article examines the peculiarities of the functioning of Ukrainian proverbs about the Cossacks as an element of graphic design in the conditions of war. Proverbs are folk aphoristic sayings that preserve the ancient wisdom of Ukrainians, their historical and cultural experience, that is, they transmit the Ukrainian cultural code. Proverbs, which accumulate the centuries-old experience of the people, are a tool for broadcasting social values and norms. Deep philosophical content, worldview orientations, moral and ethical convictions are concentrated in concise expressions with a perfectly honed artistic form. It is no accident that society turns to folk aphoristic sayings in difficult times of trials. In times of crisis, proverbs become those instructions, moral guidelines that help not to get lost, not to lose faith in the future and hope for the best. The image of the Cossack, the defender of the native land, is one of the key ones in proverbs, since the history of Ukraine is inextricably linked with the Cossacks. Cossack is depicted as a brave and determined person, devoted to Ukraine. The analysis of modern advertising products showed that the folklore genre of the proverb is relevant in modern conditions. Proverbs function not only in the speech of Ukrainians or as units recorded in literature, they are actively exploited by mass culture. Proverbs are used for printing on various products, in the development of printing products, in particular, posters for sports and cultural events, postcards and posters of a socio-political direction. Quoting proverbs on the chevrons of the Armed Forces is very popular. Folk aphorisms, in particular, about soldiers and military glory, are used for national-patriotic education, the formation of Ukrainian identity and consciousness, and increasing the motivation of military and civilians. Proverbs act as a powerful means of broadcasting the Ukrainian cultural code.