Research of archetypes in the Chinese television advertising
Proceeding
DOI: 10.21661/r-80693
Open Access
- Published in:
- VII International applied research conference «Education and science in the modern context». Volume 2
- Author:
- Chzhan C. 1
- Scientific adviser:
- Tolkachev S. P.1
- Work direction:
- Психология
- Rating:
- Article accesses:
- 2852
- Published in:
- eLibrary.ru
1 FSBEI of HE "Moscow State Linguistic University"
- APA
For citation:
Chzhan C. (2016). Research of archetypes in the Chinese television advertising. Education and science in the modern context, 2(2 (7)), 29-31. Cheboksary: SCC "Interactive plus", LLC. https://doi.org/10.21661/r-80693
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DOI: 10.21661/r-80693
Abstract
TV ads are regarded as a phenomenon of culture. Each advertising creation represents profound background of culture and each remarkable TV ad spread and creates the excellent culture of tradition and the society. This article brings the prototype theory of myth into the analysis of Chinese TV ads. And using the theory of Collective unconsciousness and prototype theory,it analyzes the image of the prototype and the model of prototype narrative in Chinese TV ads.
Keywords
References
- 1. Чэнь Чань. Исследование мифологических архетипов в рекламе. – 2008.
- 2. Юнг К.Г. Архетип и коллективное бессознательное. – 1998.
- 3. Юнг К.Г. Структура психики и процесс индивидуации. – М., 1996.
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