List of publications on a keyword: «collective unconsciousness»
Tolkachev Sergey Petrovich , doctor of philological sciences , профессор
FSBEI of HE "Moscow State Linguistic University" , Москва г
«Research of archetypes in the Chinese television advertising»
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.