The Archetypal Criticism Theory Of Advertising

This article combing the advertising criticism and archetypal theory research of western systematically,Summed up the history and current situation of the advertising criticism,Inspected the research and application of archetypal theory in the advertisement and find out that the people have the criticism mixed to advertisement.There have not the unified criticism standard.The system of advertising criticism is imperfect. The field of China's advertising archetypal research almost untapped. Through system arrangement personality psychology research and brand personality research,I think we can research the advertising archetypal criticism of China reference consumers five temperament of personality. The archetype theory and the of archetype criticism theory is the theoretical principle of the criticism of advertisement archetype.The brand personification research born of personality psychological theory,It is an important content of expanding the field in marketing research.And advertising archetypal criticism quote fundamental assumption and method about brand personality and personality psychology to structure the system of China's advertising archetype criticism.This total includes five parts:In chapterⅠ,Background:Ad Critical Theory.It conclusion current situation of advertising criticism and some important schools of advertising criticism in Western countries.In chapterⅡ,Fulcrum Theory:explain of Prototype theory and prototype theory criticism.It pointed out major research into archetype significance and the possibility of limitation. In chapterⅢ,Unique perspective:advertising prototype criticism, explain the focus that the significance of advertising in introduction of Prototype Theory,Prototype theory in the use of advertising research,the explain and criticism of the 12 kinds of ads prototype of West and Oriental. I proposed the standard that advertising criticism and summary practical significance.At the end of this chapter,I sublimation and expand the advertising archetypal criticism by introduction of Brand personality and temperament theory of Five Elements.