The Construction Of Mythology And Disenchantment

Car TV advertisers in the car brand promotion,not only in the promotion of a commodity,but also in the construction of a series of myths,the mythology of the first series is about the myth of the car itself,that is,its performance as an industrial society The second sequence is the myth of the meaning of the car brand,that is,"have a brand of car = have some kind of life qualities",but also a kind of conquest,this trait can be a successful male,adventurous or happy family.The purpose of this paper is to explore how the car TV commercials through the narrative mode and audio-visual language to construct this series of car myths,and effectively stimulate the audience for a brand of car consumer desire,but also consolidate the existing Mainstream ideology.In order to further reveal the construction mechanism of car mythology,this paper also analyzes the traffic safety TV public service ads,because it is to be deconstructed about the car handling performance and safety performance of the myth,and attached to these performance mythologies on the male masculine temperament,Happy family and other consumer mythology,it is the commercial car TV commercial construction of the car myth of the reverse operation and disenchantment.