我国电视广告中性别形象塑造的神话原型解读

发布时间：2018-06-27 10:55

本文选题：集体无意识 + 神话原型　；参考：《东北师范大学》2015年硕士论文

【摘要】：在这个信息碎片化的崭新时代,广告通过多种传播工具的整合,早已将其影响渗透至社会生活的方方面面。丰富多彩的广告形象不仅为广大受众带来了视觉享受上的多重惊喜,也让我们看到了其中存在的更多问题。不难发现,即便是在女性意识愈发觉醒的今天,广告中仍有大量刻板而又带有偏见的性别形象存在,这种两性关系的错误解读无形之中又加剧了现实生活中业已存在的性别歧视现象。在此背景下,如何更好的重塑广告中的性别形象已经成为广告领域乃至整个社会所需解决的重要问题。集体无意识是荣格分析心理学的重要组成部分,由此衍生出的神话原型概念也逐渐得到了学者们更多的注意。针对广告传播中存在的上述问题,笔者以集体无意识理论作为研究切入点,对广告中典型的性别形象和所依赖的神话原型存在的深层心理动机进行了全面细致的解读,并在广泛收集各种真实案例的基础上就如何更好地利用我国本土神话原型进行广告性别形象的塑造展开论述,以期促成广告文化发展与社会和谐进步的良性互动。文章首先就其研究背景与研究意义进行了简明扼要的介绍,全文总共分为以下四个部分用以进行神话原型理论的阐述和广告中性别形象塑造的探究:第一章是文献综述,通过揭示人类内心深处集体无意识的普遍存在,引出原型概念,并以其理论研究的发展状况作为线索,简要介绍了与原型概念相关的诸多问题,其中包括:集体无意识内容对于人类心理认知的广泛影响、原型概念的深入解读以及原型批评理论在文学领域的具体运用和广告学领域相关方面的研究成果介绍。第二章是本文的主体部分,文章首先介绍了荣格心理学理论中有关阿尼玛和阿尼姆斯两种性别形象的本质内涵,接着站在权力结构与人伦结构两个角度,从我国远古神话体系中选取了六对人物原型,其中包括六种女神原型和与之相对的六种男神原型进行解读,并对其在广告创意中的具体运用进行了细致深入的探索与考察。第三章则站在宏观的角度上对广告中的性别形象进行了总结与评价,指出其中存在的具体问题,主要表现为性别形象塑造的刻板单一,而其所产生的负面影响则主要体现在这些广告角色对于社会舆论与审美观的严重误导上。第四章是问题的解决部分。笔者首先提出了重塑广告性别形象所应遵循的两点基本原则,即以人为本观念和商业价值与社会价值两重属性的兼顾,文章在最后就广告市场三大行为主体、相关监管部门以及广告受众等提出了几点建议,以期能够借此研究促进广告经济效益和社会效益同步实现。
[Abstract]:In this new era of information fragmentation, advertising has penetrated into all aspects of social life through the integration of various means of communication. The rich and colorful advertising image not only brings many surprises on the visual enjoyment for the broad audience, but also makes us see more problems. It is not difficult to find that even with the awakening of female consciousness today, there are still a large number of stereotyped and biased gender images in advertisements. This misinterpretation of gender relations intensifies the existing sexism in real life. In this context, how to better reshape the gender image in advertising has become an important problem in the field of advertising and the whole society. Collective unconscious is an important part of Jung Analytical Psychology. The concept of mythological archetype derived from it has been paid more and more attention by scholars. In view of the above problems in advertising communication, the author takes the theory of collective unconscious as the starting point to study the typical gender image and the deep psychological motivation of the mythical archetypes in advertising. And on the basis of collecting all kinds of real cases, the author discusses how to better use the prototype of native mythology to shape the gender image of advertising, in order to promote the positive interaction between the development of advertising culture and the harmonious progress of society. Firstly, the paper introduces the research background and significance of the research. The whole paper is divided into the following four parts: the first chapter is the literature review, which is used to explain the mythological archetypal theory and to explore the gender image in advertising. By revealing the universal existence of the collective unconscious in the heart of mankind, the concept of archetype is introduced, and the development of its theoretical research is taken as a clue to briefly introduce many problems related to the concept of prototype. It includes: the extensive influence of collective unconscious content on human psychological cognition, the in-depth interpretation of prototype concept, the concrete application of archetypal criticism theory in the field of literature and the introduction of related research results in the field of advertising. The second chapter is the main part of this paper. Firstly, the article introduces the essential connotation of the two gender images in Jung's psychological theory, and then stands in the perspective of power structure and human relationship structure. From the ancient mythological system of our country, we select six pairs of characters archetypes, including six goddess archetypes and six male gods archetypes, and make a detailed and thorough exploration and investigation on their concrete application in advertising creativity. The third chapter summarizes and evaluates the gender image in the advertisement from the macroscopic angle, and points out the concrete problems existing in it, mainly manifested in the stereotype of the gender image. The negative effects are mainly reflected in the serious misdirection of these advertising roles to public opinion and aesthetics. The fourth chapter is the solution of the problem. First of all, the author puts forward two basic principles that should be followed in reconstructing the gender image of advertising, that is, the consideration of people-oriented concept and the dual attributes of commercial value and social value. At the end of the article, there are three main actors in advertising market. Some suggestions are put forward by relevant supervision department and advertising audience so as to promote the realization of advertising economic and social benefits simultaneously.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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