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The archetypal criticism of Advertising

Author: ChenZuo
Tutor: WangZhan
School: Hunan Normal University
Course: Communication
Keywords: Advertising critics Prototype Archetypal Criticism Personality Psychology
CLC: F713.8
Type: Master's thesis
Year: 2009
Downloads: 239
Quote: 2
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Abstract


This paper systematically combing the criticism and Western advertising related research prototype theory , summed up the history and current situation of advertising criticism , people found that the current criticism of advertising mixed, there is no uniform standard criticism , advertising criticized system is not perfect . In further criticism of the Western genre of advertising culture combing the main ideas , analyze, summarize , we think that we can draw on literary criticism which analytical methods archetypal criticism criticism of advertising research . Prototype Prototype theory and critical theory is the theoretical basis of this study . In the Western advertising twelve prototypes and complete interpretation of China's advertising twelve prototype after prototype from the perspective of the ad had criticized the use of prototypes , pointing out the ad prototype uses the deep meaning , and this meaning is combined with contemporary brands development proposed for the operation of substantive comments . In the end of the article summarizes the theory of archetypal criticism of modern advertising trends , the introduction of the brand personality and temperament, personality psychology theory of the five elements in consumer criticism of advertising carried sublimation and prototype development, advertising archetypal criticism that the future direction of development. Elaborate thesis is divided into three parts : the first chapter - Background : Advertising critical theory , the main criticism of the status quo as well as the ad ad criticizing Western School summarize the main points , and on this basis put forward their own research perspective , that is, from prototype perspective on advertising to criticize . Chapter II - Theory fulcrum : Prototype Prototype theory and critical theory interpretation of this chapter prototype theory and archetypal criticism of the system comb. Chapter III - Unique Perspective: advertising archetypal criticism , focusing on theoretical research prototype illustrates cite the significance of advertising , prototype theory in advertising research in the use of advertising in the Western interpretation of twelve kinds of prototypes and criticisms raised advertising archetypal criticism standards, and summed up the brand advertising archetypal criticism on the current development of practical significance. End of this chapter , the introduction of the brand personality and temperament, personality psychology theory of the five elements in consumer criticism of advertising prototypes were sublimated expansion.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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