The Analysis Of Myth-Archetype In Advertisements

As one of the main form of mass culture, advertisements seem to be an indispensable member in our everyday lives. But as the approaching of informational age, we cannot often see an effective, emotional advertisement. What is advertisements' stimulating force? Do human deep psychological factors affect advertising results? Upon the basis of relevant archetype theories, this article brings the archetype theory of myth into the analysis of ads. It analyzes the image of the archetype and the model of archetype narrative in ads, from which we can find out a new way to create effective advertisements.The article is divided in five parts. In part one, by exploring and completing of the study results in archetype theory in western countries and in China, we found out the research gap, which presents the reasons and the meaning of the study. The Second one is the meaning of archetype theory the ads. It explains the definition of archetype, focusing on the theory of collective unconsciousness and archetype theory of Jung .Then it lists three principles of psychology of archetype in ads, which form theoretical basis for the combination of archetype theory and ads. Part three: Types analysis of myth archetypes of ads. It uses the personality theory of Jung such as heroes and talents. By the analysis and classification of many domestic and western ads, it summarizes ten archetypes: the great mother, the recluse, the ordinary, the love, the clown, the hero, the enchanter, the explorer, the newborn baby, the independent women. With the analysis of original source, the connotation, the method and the applying strategy of each archetype, it provides complete resources of archetype for the development of creation and brand of ads. The fourth part is Case Analysis- the analysis of myth archetypes in "Nanfang sesame paste", which is an ad that typically uses the myth archetype. It mainly analyzes the usage of multi-figural archetypes, agrestic mode and the cultural archetype unity of heaven and man in the ads. The last part is the conclusion of the article, it presents some questions in the current usage of archetype and suggestions for promotion in advertisement research.