Research On The Award-winning Film And Television Works Of "China Elements International Creative Competition" From The Perspective Of Prototype Theory

Advertising archetype is an invisible presence of force, by exciting "collective unconscious"in the depths of people's hearts to achieve the purpose of deep communication with consumers and cause consumers' emotional resonance, so that it can make consumers to relax their vigilance in mind and project themselves into the ad to complete identity recognition unconsciously. Advertisers use ad archetype's invisible forces to hide the commodity behind the culture subtly and impact the consumer gradually, in order to achieve the concept of publicity, sales of goods, and build brand image. Advertising archetype is rooted in the profound Chinese culture and this paper will call it "Chinese elements". "International Creative Competition of Chinese elements "was founded in 2006 to promote and awake national culture, and enhance national self-confidence as well. Only a nation with cultural awareness and cultural self-confidence, can we have cultural influence, form ad creative culture with Chinese characteristics, and create a global brand.Advertising usually use Chinese culture to construct archetype's meaning and give the product a certain cultural connotation. Therefore, this article was from the perspective of archetype theory and took the award-winning film and television works of the "Competition" as examples.The author attempted to apply the ad archetype theory to explain why the ad creation made use of "Chinese elements" and looked for advertising archetype's application rules,in order to provide a new creative idea for modern advertising design.Firstly, on the basis of literature review, the author gave definition of Chinese elements and advertising archetypes; Secondly, combined with the classical works,this article analyzed how the advertising archetype was constructed by Chinese visual elements and abstract elements in the Chinese spirit and described three kinds of appeared type of advertising archetype:character archetype, theme archetype and imagery archetype. The author found that advertising archetype transferred the meaning of cultural world to the goods and put the unique culture connotation into the brand.This fitted the audience's cultural identity psychology and sparked the "collective unconscious"in the depths of audience and caused emotional resonance. This was not only beneficial to shape the brand personality, was more conducive to form the unique consumption culture.Thirdly, following the above theoretical analysis,combined with the case the author analyzed the samples from the aspects of composition of Chinese elements and appeared types of the advertising archetype, especially "the father's and mother's image" of the character archetype, "the family concept" of the theme archetype and " weiqi's image" of the imagery archetype,According to the analysis, this paper drew the conclusion of advertising archetype's and Chinese elements' application:the early works of the "Competition" on the application of advertising archetype was stuck in the form of visual elements, lack of spiritual content, and relied heavily on the traditional cultural elements,lack of modern sense; In the later works, advertising archetype was successfully replaced in the modern sense and began to focus on exploiting the cultural connotation, integrating into the spirit of the times. Finally, according to the application law in the advertising archetype and Chinese elements of winning entries, the author summarized useful inspiration and experience to the modern advertising creation.