【摘要】： 電視廣告作為廣告的重要形式之一,不僅僅是一種單純的經(jīng)濟(jì)行為和物質(zhì)活動(dòng)。隨著時(shí)代的發(fā)展,電視廣告作為一種勸說(shuō)藝術(shù)和文化現(xiàn)象的角色逐漸凸現(xiàn)出來(lái),每一個(gè)成功的廣告創(chuàng)意背后無(wú)不體現(xiàn)出深厚的文化背景,每一則杰出的電視廣告都是對(duì)優(yōu)秀傳統(tǒng)文化或社會(huì)文化的傳播和創(chuàng)新。本文將神話(huà)原型理論引入電視廣告的分析研究中,用榮格的集體無(wú)意識(shí)理論和原型理論分析目前電視廣告作品(尤其是國(guó)內(nèi)電視廣告)中出現(xiàn)的原型形象和原型敘事模式,由此找到促進(jìn)商品廣告營(yíng)銷(xiāo)和品牌鑄造的突破點(diǎn),為電視廣告作品的規(guī)范、健康、有效發(fā)展提出建議;同時(shí)本文也對(duì)神話(huà)原型在當(dāng)今大眾文化、消費(fèi)文化中的使用和發(fā)展進(jìn)行了總結(jié)歸納,并對(duì)神話(huà)原型理論在發(fā)揚(yáng)傳統(tǒng)文化、民族精神以及人類(lèi)優(yōu)秀品質(zhì)方面的作用進(jìn)行了探索。 論文分為四個(gè)部分,第一部分:神話(huà)原型理論在廣告中的意義。神話(huà)原型理論有著悠久的歷史淵源,歷代學(xué)者都對(duì)此進(jìn)行過(guò)探索,榮格的貢獻(xiàn)在于他將神話(huà)原型理論引向心理學(xué)領(lǐng)域并加以深入闡發(fā)。他對(duì)集體無(wú)意識(shí)和人格原型學(xué)說(shuō)的研究在探索原始人類(lèi)和現(xiàn)代人思維的關(guān)聯(lián)、傳統(tǒng)文化和現(xiàn)代文明的傳承以及原型形象等方面都有開(kāi)拓性的貢獻(xiàn)。本文對(duì)電視廣告的研究主要是運(yùn)用原型形象對(duì)廣告作品所表現(xiàn)的商品、品牌等廣告形象進(jìn)行人格化的分析,以期達(dá)到廣告作品在經(jīng)濟(jì)效益和社會(huì)效益上的共同提高。第二部分:電視廣告的原型系統(tǒng)探析。該部分主要從心理原型的探源開(kāi)始,指出欲望、原型與廣告的關(guān)系。即:原型是欲望的形象化,原型的源頭是人類(lèi)的“食色”之欲,而廣告則是通過(guò)對(duì)人類(lèi)各種欲望的刺激來(lái)達(dá)到商業(yè)的目的。同時(shí)通過(guò)對(duì)人類(lèi)欲望的分類(lèi)和整理,總結(jié)出六大原型在動(dòng)機(jī)系統(tǒng)中的定位。第三部分:電視廣告的神話(huà)原型類(lèi)型分析。該部分借用榮格人格原型中的英雄、智者等原型理論,將電視廣告作品分為純真而可愛(ài)的赤子、強(qiáng)勢(shì)而叛逆的英雄、神奇而權(quán)威的智者、幸福而親切的凡人、親密而感人的愛(ài)人、尚權(quán)而享樂(lè)的王者六個(gè)主要原型。并且以國(guó)內(nèi)電視廣告作品為主,通過(guò)對(duì)優(yōu)秀作品的分析和歸類(lèi),為廣告創(chuàng)意和品牌發(fā)展提供一套可資借鑒的原型模式。第四部分:個(gè)案分析——“百年潤(rùn)發(fā)”的神話(huà)原型分析。這一部分以“百年潤(rùn)發(fā)”廣告為個(gè)案,分析神話(huà)原型理論在電視廣告片中的具體運(yùn)用,其中主要分析了“愛(ài)人原型”、“才子佳人”模式和“緣分”原型在廣告片中的運(yùn)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.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：J524.3;F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 喬阿;廣告的神話(huà)原型分析[D];廈門(mén)大學(xué);2009年

2 耿璐;我國(guó)電視廣告的敘事研究[D];鄭州大學(xué);2009年

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本文編號(hào)：2378692