An Interpretation Of Myth-Archetype About The Gender Image In China’s TV Ads

In The fragments of information times,advertising has their effects penetrate into every aspect of social life through integrating various communication tools.The rich and colorful advertising image not only brings multiple surprise on the vision,but also let us see more problems.It is easy to find that with the awakening of female consciousness increasingly there are still a lot of stereotyped and prejudiced gender image in advertisement today.Error reading the relationship intangible and exacerbated the phenomenon of gender discrimination exists in real life.how to reshape gender image better in advertising has become a pressing matter of the moment Under the background.The collective unconscious is an important part of Carl Jung’s analysis of psychology.many scholars pay attention to The myth prototype concept thus derived in view of the above problems,I decided to collective unconscious theory as the research start point and make a detailed explanation of the psychological motivation deeply which is existence.On the deep,the psychological motivation of its existence has a detailed explanation,then how to make better use of the local myth prototype China advertising gender image shaping launches the elaboration and lead to a virtuous interactive advertising culture and social progress.Removed the research background and significance of the introduction,the full text is divided into four parts as follows:The first chapter is the literature review,by the existence of revealing the deep human collective unconsciousness,it draws out the prototype concept, with its development status as a clue,briefly introduces the problems associated with the concept of archetype,including: how the collective unconscious contents impact on human psychological cognition,how the archetypal criticism applicate to the theory in the field of literature and the research achievements of advertisement.The second chapter is the main part of this paper,I stands at two angles of power structure and ethical structure,select six original characters from the Chinese ancient mythology system which includes six species of Goddess prototype and contrasts of six kinds of God archetypes and make a detail interpretation of the concreted which used in advertising.The third chapter,I summarized the gender image in Ads on the macroscopic angle and pointed out the specific problems and negative effects.The fourth chapter is how to solve the problem.first I put forward that which should be followed to reshape the image of advertising gender two basic principles,and make some developing suggestions for the advertising three market behavior main body,the relevant supervision departments and the advertising audience,so as to promoting the synchronization of advertisement in economic benefit and social benefit.