本文選題：集體無意識(shí) + 神話原型��； 參考：《東北師范大學(xué)》2015年碩士論文

【摘要】：在這個(gè)信息碎片化的嶄新時(shí)代,廣告通過多種傳播工具的整合,早已將其影響滲透至社會(huì)生活的方方面面。豐富多彩的廣告形象不僅為廣大受眾帶來了視覺享受上的多重驚喜,也讓我們看到了其中存在的更多問題。不難發(fā)現(xiàn),即便是在女性意識(shí)愈發(fā)覺醒的今天,廣告中仍有大量刻板而又帶有偏見的性別形象存在,這種兩性關(guān)系的錯(cuò)誤解讀無形之中又加劇了現(xiàn)實(shí)生活中業(yè)已存在的性別歧視現(xiàn)象。在此背景下,如何更好的重塑廣告中的性別形象已經(jīng)成為廣告領(lǐng)域乃至整個(gè)社會(huì)所需解決的重要問題。集體無意識(shí)是榮格分析心理學(xué)的重要組成部分,由此衍生出的神話原型概念也逐漸得到了學(xué)者們更多的注意。針對(duì)廣告?zhèn)鞑ブ写嬖诘纳鲜鰡栴},筆者以集體無意識(shí)理論作為研究切入點(diǎn),對(duì)廣告中典型的性別形象和所依賴的神話原型存在的深層心理動(dòng)機(jī)進(jìn)行了全面細(xì)致的解讀,并在廣泛收集各種真實(shí)案例的基礎(chǔ)上就如何更好地利用我國本土神話原型進(jìn)行廣告性別形象的塑造展開論述,以期促成廣告文化發(fā)展與社會(huì)和諧進(jìn)步的良性互動(dòng)。文章首先就其研究背景與研究意義進(jìn)行了簡明扼要的介紹,全文總共分為以下四個(gè)部分用以進(jìn)行神話原型理論的闡述和廣告中性別形象塑造的探究:第一章是文獻(xiàn)綜述,通過揭示人類內(nèi)心深處集體無意識(shí)的普遍存在,引出原型概念,并以其理論研究的發(fā)展?fàn)顩r作為線索,簡要介紹了與原型概念相關(guān)的諸多問題,其中包括:集體無意識(shí)內(nèi)容對(duì)于人類心理認(rèn)知的廣泛影響、原型概念的深入解讀以及原型批評(píng)理論在文學(xué)領(lǐng)域的具體運(yùn)用和廣告學(xué)領(lǐng)域相關(guān)方面的研究成果介紹。第二章是本文的主體部分,文章首先介紹了榮格心理學(xué)理論中有關(guān)阿尼瑪和阿尼姆斯兩種性別形象的本質(zhì)內(nèi)涵,接著站在權(quán)力結(jié)構(gòu)與人倫結(jié)構(gòu)兩個(gè)角度,從我國遠(yuǎn)古神話體系中選取了六對(duì)人物原型,其中包括六種女神原型和與之相對(duì)的六種男神原型進(jìn)行解讀,并對(duì)其在廣告創(chuàng)意中的具體運(yùn)用進(jìn)行了細(xì)致深入的探索與考察。第三章則站在宏觀的角度上對(duì)廣告中的性別形象進(jìn)行了總結(jié)與評(píng)價(jià),指出其中存在的具體問題,主要表現(xiàn)為性別形象塑造的刻板單一,而其所產(chǎn)生的負(fù)面影響則主要體現(xiàn)在這些廣告角色對(duì)于社會(huì)輿論與審美觀的嚴(yán)重誤導(dǎo)上。第四章是問題的解決部分。筆者首先提出了重塑廣告性別形象所應(yīng)遵循的兩點(diǎn)基本原則,即以人為本觀念和商業(yè)價(jià)值與社會(huì)價(jià)值兩重屬性的兼顧,文章在最后就廣告市場三大行為主體、相關(guān)監(jiān)管部門以及廣告受眾等提出了幾點(diǎn)建議,以期能夠借此研究促進(jìn)廣告經(jīng)濟(jì)效益和社會(huì)效益同步實(shí)現(xiàn)。
[Abstract]:In this new era of information fragmentation, advertising has penetrated into all aspects of social life through the integration of various means of communication. The rich and colorful advertising image not only brings many surprises on the visual enjoyment for the broad audience, but also makes us see more problems. It is not difficult to find that even with the awakening of female consciousness today, there are still a large number of stereotyped and biased gender images in advertisements. This misinterpretation of gender relations intensifies the existing sexism in real life. In this context, how to better reshape the gender image in advertising has become an important problem in the field of advertising and the whole society. Collective unconscious is an important part of Jung Analytical Psychology. The concept of mythological archetype derived from it has been paid more and more attention by scholars. In view of the above problems in advertising communication, the author takes the theory of collective unconscious as the starting point to study the typical gender image and the deep psychological motivation of the mythical archetypes in advertising. And on the basis of collecting all kinds of real cases, the author discusses how to better use the prototype of native mythology to shape the gender image of advertising, in order to promote the positive interaction between the development of advertising culture and the harmonious progress of society. Firstly, the paper introduces the research background and significance of the research. The whole paper is divided into the following four parts: the first chapter is the literature review, which is used to explain the mythological archetypal theory and to explore the gender image in advertising. By revealing the universal existence of the collective unconscious in the heart of mankind, the concept of archetype is introduced, and the development of its theoretical research is taken as a clue to briefly introduce many problems related to the concept of prototype. It includes: the extensive influence of collective unconscious content on human psychological cognition, the in-depth interpretation of prototype concept, the concrete application of archetypal criticism theory in the field of literature and the introduction of related research results in the field of advertising. The second chapter is the main part of this paper. Firstly, the article introduces the essential connotation of the two gender images in Jung's psychological theory, and then stands in the perspective of power structure and human relationship structure. From the ancient mythological system of our country, we select six pairs of characters archetypes, including six goddess archetypes and six male gods archetypes, and make a detailed and thorough exploration and investigation on their concrete application in advertising creativity. The third chapter summarizes and evaluates the gender image in the advertisement from the macroscopic angle, and points out the concrete problems existing in it, mainly manifested in the stereotype of the gender image. The negative effects are mainly reflected in the serious misdirection of these advertising roles to public opinion and aesthetics. The fourth chapter is the solution of the problem. First of all, the author puts forward two basic principles that should be followed in reconstructing the gender image of advertising, that is, the consideration of people-oriented concept and the dual attributes of commercial value and social value. At the end of the article, there are three main actors in advertising market. Some suggestions are put forward by relevant supervision department and advertising audience so as to promote the realization of advertising economic and social benefits simultaneously.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 田萌;蔣樂進(jìn);;“神化原型”品牌理論:對(duì)常規(guī)理論的顛覆?——以英國音樂品牌4AD為案例[J];長江論壇;2006年05期

2 戴國慶;現(xiàn)代的世俗神話——論廣告敘事原型的變遷[J];郴州師范高等專科學(xué)校學(xué)報(bào);2002年06期

3 李維;;泛靈論與品牌宗教[J];東南傳播;2010年09期

4 塔娜;;廣告創(chuàng)意的“原型管理”——定位危機(jī)之對(duì)策探討[J];廣告大觀(理論版);2010年03期

5 黃雨水;;奢侈品品牌敘事結(jié)構(gòu)與功能要素符號(hào)[J];當(dāng)代傳播;2013年01期

6 侯歷華;;國內(nèi)外品牌象征意義內(nèi)涵研究綜述[J];首都經(jīng)濟(jì)貿(mào)易大學(xué)學(xué)報(bào);2007年04期

7 丁家永;品牌延伸的策略選擇及深層次心理機(jī)制[J];商業(yè)時(shí)代;2005年32期

8 葉舒憲;西方文化尋根中的“女神復(fù)興”——從“蓋婭假說”到“女神文明”[J];文藝?yán)碚撆c批評(píng);2002年04期

相關(guān)碩士學(xué)位論文 前6條

1 鄭妍;廣告中的女性形象的文化意義分析[D];南京理工大學(xué);2012年

2 曹瑪麗;現(xiàn)代廣告中的性別敘事[D];河北師范大學(xué);2007年

3 陶皖星;論原型在廣告中的運(yùn)用[D];蘇州大學(xué);2007年

4 林家琦;從定位理論反觀我國電視廣告女性形象[D];江西師范大學(xué);2012年

5 陳方;以女性主義視角探析廣告中的女性形象[D];河南大學(xué);2013年

6 應(yīng)瑩;電視廣告中女性形象塑造及問題對(duì)策的研究[D];浙江師范大學(xué);2013年

，

本文編號(hào)：2073686