Research On The Archetypes Of Chinese TV Public Service Advertisement

TV public service advertisements are non-profit advertisements that are disseminated to the public through television for the purpose of publicservices.The positive effect of the archetype on the advertising effect has been recognized in the academic community.The research on the advertising archetype in the existing results is mostly directed at commercial advertising,and very few public welfare advertisements are the research objects.This article studies the archetype application of some TV public service advertisements in China and summarizes the archetype belonging to Chinese culture.The first chapter points out that there are shortcomings in the creation of domestic public service advertisements.Secondly,it combs and summarizes the modern archetype theory and its development,and thinks that archetype is not only a typical comprehension model,but also a typical reproduction model,so the investigation of the archetype needs to start from both psychological and cultural levels.Because the universality of archetype affects everyone's collective unconsciousness,and advertisements as cultural carriers must contains archetypes,so it is reasonable to use archetype theory to study TV public service advertisements.In the second chapter,the use of the common archetype of China and foreign countries in TV public service advertisements has been studied.It summarizes five types of archetypes:heroes,mothers,filial sons,childish children,and victims.It is explained in conjunction with cases and explores the replacement of archetypes in public service advertisements.The third chapter summarizes three types of archetypes,symbols and rituals that were born out of Chinese culture.The archetype of the motif including Yugong Yishan,Return Home,Return Of Good And Evil,and discusses how the motif formed by traditional cultural concepts can be replaced in the modern context of public service advertising.The part of symbolic archetype summarizes the humanistic symbol and the color symbol.The ritual archetype mainly discusses the two rituals of New Year 's Eve and red envelopes,revealing the deep relationship between the archetype and Chinese culture.The last chapter analyzed the significance of making good use of archetype for audiences,creators,for audiences,creators,governments,and enterprises,and discusses the shortcomings of archetype in the use of TV public service advertisements,including lack of archetype awareness,stereotypes,and excessive narration,and proposes corresponding countermeasures.