电视广告的神话原型分析
发布时间：2018-12-14 13:30
【摘要】： 电视广告作为广告的重要形式之一,不仅仅是一种单纯的经济行为和物质活动。随着时代的发展,电视广告作为一种劝说艺术和文化现象的角色逐渐凸现出来,每一个成功的广告创意背后无不体现出深厚的文化背景,每一则杰出的电视广告都是对优秀传统文化或社会文化的传播和创新。本文将神话原型理论引入电视广告的分析研究中,用荣格的集体无意识理论和原型理论分析目前电视广告作品(尤其是国内电视广告)中出现的原型形象和原型叙事模式,由此找到促进商品广告营销和品牌铸造的突破点,为电视广告作品的规范、健康、有效发展提出建议;同时本文也对神话原型在当今大众文化、消费文化中的使用和发展进行了总结归纳,并对神话原型理论在发扬传统文化、民族精神以及人类优秀品质方面的作用进行了探索。 论文分为四个部分,第一部分:神话原型理论在广告中的意义。神话原型理论有着悠久的历史渊源,历代学者都对此进行过探索,荣格的贡献在于他将神话原型理论引向心理学领域并加以深入阐发。他对集体无意识和人格原型学说的研究在探索原始人类和现代人思维的关联、传统文化和现代文明的传承以及原型形象等方面都有开拓性的贡献。本文对电视广告的研究主要是运用原型形象对广告作品所表现的商品、品牌等广告形象进行人格化的分析,以期达到广告作品在经济效益和社会效益上的共同提高。第二部分:电视广告的原型系统探析。该部分主要从心理原型的探源开始,指出欲望、原型与广告的关系。即:原型是欲望的形象化,原型的源头是人类的“食色”之欲,而广告则是通过对人类各种欲望的刺激来达到商业的目的。同时通过对人类欲望的分类和整理,总结出六大原型在动机系统中的定位。第三部分:电视广告的神话原型类型分析。该部分借用荣格人格原型中的英雄、智者等原型理论,将电视广告作品分为纯真而可爱的赤子、强势而叛逆的英雄、神奇而权威的智者、幸福而亲切的凡人、亲密而感人的爱人、尚权而享乐的王者六个主要原型。并且以国内电视广告作品为主,通过对优秀作品的分析和归类,为广告创意和品牌发展提供一套可资借鉴的原型模式。第四部分:个案分析——“百年润发”的神话原型分析。这一部分以“百年润发”广告为个案,分析神话原型理论在电视广告片中的具体运用,其中主要分析了“爱人原型”、“才子佳人”模式和“缘分”原型在广告片中的运用。
[Abstract]:As an important form of advertising, TV advertising is not only a simple economic behavior and material activities. With the development of the times, television advertising as a persuasive art and cultural phenomenon gradually emerged, behind every successful advertising ideas reflect a profound cultural background, Every outstanding TV advertisement is the dissemination and innovation of excellent traditional culture or social culture. This paper introduces the mythological archetypal theory into the analysis and research of TV advertising, and uses Jung's collective unconscious theory and archetypal theory to analyze the archetypal images and archetypal narrative patterns in the current TV advertising works (especially in domestic TV advertisements). From this to find the breakthrough point to promote the commodity advertisement marketing and the brand casting, for the television advertisement work standard, the health, the effective development puts forward the proposal; At the same time, this paper also summarizes the use and development of mythological archetype in mass culture and consumer culture, and probes into the role of mythological archetype theory in carrying forward traditional culture, national spirit and excellent human quality. The thesis is divided into four parts, the first part: the meaning of mythological prototype theory in advertising. The mythological archetypal theory has a long historical origin, which has been explored by scholars in all dynasties. Jung's contribution lies in his introduction of mythological archetype theory into the field of psychology and its further elucidation. His research on the theory of collective unconscious and personality archetype has made pioneering contributions in exploring the connection between primitive human beings and modern people, the inheritance of traditional culture and modern civilization, and the image of archetypes. In this paper, the research of TV advertising is mainly to use the prototype image to analyze the advertising images of the advertising works, such as commodities and brands, in order to achieve the common improvement of the economic and social benefits of the advertising works. The second part: the analysis of TV advertisement prototype system. This part mainly begins with the exploration of psychological archetype, pointing out the relationship between desire, archetype and advertisement. That is, archetypal is the visualization of desire, the source of archetypal is human's desire to eat color, and advertising is to achieve the purpose of commerce by stimulating all kinds of human desires. At the same time, through the classification and arrangement of human desire, the author summarizes the positioning of six archetypes in motivation system. The third part: the analysis of the mythological archetype of TV advertisement. Based on the archetypal theories of heroes and wise men in Jung's personality archetypes, this part divides TV advertising works into pure and lovely naked children, powerful and rebellious heroes, magical and authoritative wise men, happy and friendly mortals. There are six main archetypes of a close and moving lover, a king who enjoys power and pleasure. Through the analysis and classification of the outstanding works, this paper provides a set of prototype model for advertising creativity and brand development. The fourth part: case analysis-the mythological archetype analysis of "hundred years Runfa". This part takes "hundred years Runfa" advertisement as an example, analyzes the concrete application of mythological prototype theory in TV advertising, mainly analyzes the application of "lover archetype", "talent and beauty" model and "fate" prototype in advertising film.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3;F713.8
本文编号：2378692
[Abstract]:As an important form of advertising, TV advertising is not only a simple economic behavior and material activities. With the development of the times, television advertising as a persuasive art and cultural phenomenon gradually emerged, behind every successful advertising ideas reflect a profound cultural background, Every outstanding TV advertisement is the dissemination and innovation of excellent traditional culture or social culture. This paper introduces the mythological archetypal theory into the analysis and research of TV advertising, and uses Jung's collective unconscious theory and archetypal theory to analyze the archetypal images and archetypal narrative patterns in the current TV advertising works (especially in domestic TV advertisements). From this to find the breakthrough point to promote the commodity advertisement marketing and the brand casting, for the television advertisement work standard, the health, the effective development puts forward the proposal; At the same time, this paper also summarizes the use and development of mythological archetype in mass culture and consumer culture, and probes into the role of mythological archetype theory in carrying forward traditional culture, national spirit and excellent human quality. The thesis is divided into four parts, the first part: the meaning of mythological prototype theory in advertising. The mythological archetypal theory has a long historical origin, which has been explored by scholars in all dynasties. Jung's contribution lies in his introduction of mythological archetype theory into the field of psychology and its further elucidation. His research on the theory of collective unconscious and personality archetype has made pioneering contributions in exploring the connection between primitive human beings and modern people, the inheritance of traditional culture and modern civilization, and the image of archetypes. In this paper, the research of TV advertising is mainly to use the prototype image to analyze the advertising images of the advertising works, such as commodities and brands, in order to achieve the common improvement of the economic and social benefits of the advertising works. The second part: the analysis of TV advertisement prototype system. This part mainly begins with the exploration of psychological archetype, pointing out the relationship between desire, archetype and advertisement. That is, archetypal is the visualization of desire, the source of archetypal is human's desire to eat color, and advertising is to achieve the purpose of commerce by stimulating all kinds of human desires. At the same time, through the classification and arrangement of human desire, the author summarizes the positioning of six archetypes in motivation system. The third part: the analysis of the mythological archetype of TV advertisement. Based on the archetypal theories of heroes and wise men in Jung's personality archetypes, this part divides TV advertising works into pure and lovely naked children, powerful and rebellious heroes, magical and authoritative wise men, happy and friendly mortals. There are six main archetypes of a close and moving lover, a king who enjoys power and pleasure. Through the analysis and classification of the outstanding works, this paper provides a set of prototype model for advertising creativity and brand development. The fourth part: case analysis-the mythological archetype analysis of "hundred years Runfa". This part takes "hundred years Runfa" advertisement as an example, analyzes the concrete application of mythological prototype theory in TV advertising, mainly analyzes the application of "lover archetype", "talent and beauty" model and "fate" prototype in advertising film.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3;F713.8
【引证文献】
相关硕士学位论文 前2条
1 乔阿;广告的神话原型分析[D];厦门大学;2009年
2 耿璐;我国电视广告的叙事研究[D];郑州大学;2009年
，本文编号：2378692
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