A Study On The Archetype Of Advertising In Taiwan

Since the 1950s,the rapid economic growth in Taiwan and the vigorous development of social culture have promoted the rapid growth of the advertising industry in Taiwan.As an important cultural phenomenon,advertising reflects the general cultural values and aesthetic orientation of consumers in a certain social context.Archetype is the important content of Collective Unconscious,reflecting the collective memory and emotional experience of people in a specific cultural context.This article introduces the Archetypal Criticism into the study of Taiwan’s advertising,analyzes the Video awards of Taiwan’s Times Advertising Awards in the past decade,and analyzes the archetype characters of Taiwan’s advertisements,based on the personality characteristics and image characteristics expressed in specific advertising works.At the same time explore the new features of Taiwan contemporary advertisements in the process of building the archetype.This paper specifically analyzes 10 archetypes in Taiwan’s advertising,and finds that advertisers preference the archetype of the"Caregiver",followed by the archetype of the "Regular Gay/Gal".From the perspective of advertising motivation theory,the proportion of "Belonging and enjoyment" is the highest,and the least is the "adventure conquer".It also analyzes the new features of Taiwan’s contemporary advertisements in its construction:on the one hand,Taiwan’s advertising is characterized by traditional Chinese cultural symbols,and traditional values,such as benevolence,filial piety and honesty are taken as the core to complete the archetypal inheritance.On the other hand,the archetypal displacement is accomplished by means of defamiliarization and idemonic modulation.Finally,the paper analyzes the significance of archetype in advertising:For consumers,it can not only help consumer understand advertising content,resolve"oppositional code",but also cater to audience psychology and construct identity.For advertisers,it can not only provide a source of creativity,enhance the tension of advertisements,but also create a brand personality and distinguish product characteristics.