A Study Of Archetypes In The Advertisements From Reader’s Digest And Their Meaning

The Reader’s Digest magazine rfom Ameirca, has been translated into21languages in around60countires in the world, which is the greatest magazine with thelargest reader population. The most important feature of this magazine is that themagazine is mainly aiming at the common people especially for the households, thecontent and the advetrisement is closely related to the human daily life and the dailyuse. As a consequence, it covers a large quantities of advertisement such as the onesabout the clothes, food, housing, daily necessity (appliance, transportation, medicine,medical care, travel, health, even pets, environmental protection, charity, and someother aspects). The success of the advertisement and the achievement of the magazineis attributed to the scientiifc advertising strategy.The scientiifc advertising strategy is under the pirnciple of the psychologicaltheoires. The key to success is to grasp the consumer psychic pattern and consumingmotivation, the collective unconsciousness and pirmordial emotions and consumingbelief. However, all of these psychological theoires are closely connected with theArchetypal Cirticism. Hence, the author in this paper has made great efforts to studythe archetypes in the advertisement in the magazine Reader’s Digest.First, in Chapter II, the author has made great efforts into the study of theadvertisements in the magazine Reader" Digest. First, the study focuses on the mythsarchetypes. They are the study Biblical Archetypes such as the analysis of VirginMary, Jesus, and the Crossing Archetypes, the analysis of Flooding and the Noah Ark Archetypes； the Study of the Ancient Greek Mythological Archetypes; the study ofthe Eastern and Egyptian-myths Archetypes. Then the paper also concentrates on theStudy of the Color Archetypes, the Number and Shape Archetypes in theAdvertisements rfom Reader’s Digest. What is more, the chapter III unfolds themeaning of the Advertisements rfom Reader’s Digest. The Advertising in themagazine is closely related to the theoires of the Archetypal Criticism because thearchetype can help them arouse the consumer psychic pattern and consumingmotivation, creating the Consuming Beliefs, even can arouse the CollectiveUnconsciousness in order to embody the Reader-consumer’s Sense of Belonging, toguarantee the Reader-consumer’s Sense of Being Satisfied, and to establish theReader-consumer’s Sense of Loyalty.