Ancient Myth Prototype And Advertising, Image Building,

The theory of the myth prototype comes from psychology and reveals the existence of the mythology prototype in the human collective unconsciousness. The presence affects human thinking and behavior, so does the spread and acceptance of the advertising. Based on the theory of the myth prototype, the article researches the affections on the advertisement promoters and the audience. Especially concerned about on the selection of the Chinese mythology prototype building the image in the advertisement. In order to portray a more realistic and relevant, The Article describes the female image building in the advertisement in order to show the reality and pertinence of the topic. The article selects the system of the Chinese ancient mythology that is the origin of Chinese myths as the basic research object to show the complexity, diversity and combination with religions, and it is a real reflection of China's cultural significance to the myth of the prototype, As the Greek myth in the European culture. The article describes the relation between female image in the advertisements and the myth prototype and focus on the affection of Chinese mythology prototype on the female image in the advertisements. The article makes the conclusion that the myth prototype exists in the human collective unconsciousness and everyone is affected by the myth prototype. Therefore, some advertisement can be accepted which is unfair to women still be accepted because the corresponding prototypes exist in the unconsciousness of the audience. Base on the power structure and familial structure, the article selects 6 kinds of goddess and corresponding gods prototypes in the Chinese ancient myth, and researches the affections of the myth prototype on the female image in the modern advertisement. Finally, this article analyzes the affection of the goddess prototypes on the female image in the modern advertisement. The six prototypes do not apply to all of the female images because of certain limitations. With the help of six prototypes, the advertisement can create the brand personality according with the human collective unconsciousness by building the self-identity and pertinence prototype.