The Analysis Of Myth-Archetype In TV Ads

As one of the main form of the ads, TV ads are not only pure behavior of economy, but an activity of material. With time going on, TV ads are regarded to be a persuading art as well as a phenomenon of culture, which is outstanding gradually. 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 TV ads. And using the theory of Collective unconsciousness and prototype theory of Jung,it analyzes the image of the prototype and the model of prototype narrative in TV ads, from which we can find out the breakthrough for promotion of the ads marketing and brand creation. At the same time it can come up the suggestions for the regulation, health and efficient development of TV ads. What's more, the article summaries the usage and development of myth prototype in current culture of public and consumption. And it also explores the function of myth theory in carrying forward traditional culture, national spirit and the human excellent quality.The article is divided in four parts. The first one is the meaning of the myth theory in the TV ads. By the exploring and completing of the scholars in prototype theory, Jung finally realized the modern breakthrough . Jung's contribution is to lead the prototype theory to psychology. His research into the theory of Collective unconsciousness and personality prototype made pioneering contribution to the myth prototype theory which search for the connection between primitive humans, modern thinking, traditional culture and modern civilization heritage. The research on TV ads is to analyze the image of the prototype on the performance which advertising products and brand image represents. It can achieve the promotion of economic and social benefits together. The second part is to explore and analyze the prototype of TV ads. It begins with the psychological prototype exploration and points the relation of desire and prototype and ads, which is that the prototype is the desire of visualization and the source of it is the desire of sex and food. Meanwhile through the classification of desire, the article summarizes six prototypes in the position of motivation system. Part three: Types analysis of myth prototypes of TV ads. It uses the personality theory of Jung such as heroes and talents. There are six prototypes: the innocent and lovely newborn baby, strong and rebellious heroes, magic and authoritative wise men, happy and cordial mortals, intimate and individual lovers, privilege and pleasure worship kings. By the analysis and classification of the outstanding and domestic TV ads, it provides complete resources of prototype for the development of creation and brand of TV ads. The fourth part is Case Analysis——the analysis of myth prototypes in"Century conditioner"which is a TV ad that typically uses the myth prototype. It mainly analyzes the usage of "Lover prototype", "Beauty" mode and the "fate" in the ads.