The Construction Of Spending Myth Of Television Advertisement

The world we are living today is going through the information explosion. In order to persuade consumers to buy their products, more and more ads with narrative plot appear in the screen. These "harmony family", "positive people", "gifted scholars and beautiful ladies", "perfect wife and mother" build the myth in the process of communication to the public, affecting them subliminally.The advertisement contains a large number of symbols, the combination of signifier, signified of these symbols products lots of meanings. These meanings further combined with the social culture to construct the advertisement myth. This is why we can use the principles of semiotics to analysis the television advertisement. In this paper, the author selected the advertisement of household appliances to analysis the construction of spending myth of television advertisement, and to give some suggestions about how to build a good media environment.In this paper, the author selects some advertisement of CCTV and some provincial TV stations, using the myth analytical framework of Balter’s to conduct this research. In this research, the author found some typical spending myth of television advertisement, such as "close to nature", "harmony family", "health and safety". After a synthetic analysis of the above, the thesis comes to a conclusion of how to build the spending myth of television advertisement:The advertisers build the myth by building perfect image, social relationship and unequal rights. In this research, the author also found that advertisers persuade audiences to buy their products by connecting their goods to the mainstream of social values. There are unequal rights between advertisers and audiences, the advertisers build their ideology by occ upying media and educating consumers over and over again. Finally, they achieve their goals.On the other hand, this paper gives some suggestions about how to build a good media environment such as building equal partnership between men and women in the advertisement, adding brief descriptions to the technology of the products, whittling away at the rights of advertisers.