论现代广告的原型叙事  

The Prototypical Narration in Modern Advertisement

作　　者：齐蔚霞[1] 

机构地区：[1]陕西师范大学新闻与传播学院,陕西西安710062

出　　处：《陕西师范大学学报（哲学社会科学版）》2013年第6期37-45,共9页Journal of Shaanxi Normal University(Philosophy and Social Sciences Edition)

基　　金：教育部人文社会科学研究项目(13YJCZH248)

摘　　要：原型根植于人类潜意识,是人类心理现象的源起,呈现着人类的认知方式和情感发生模式。在本质上它是人类在世界上生存时,面对无法逃避的生死、性欲等永恒问题时所形成的认知模型和心理建构。作为凝聚着人类文化基因的原型,构成了文化符码隐匿于广告叙事的内在结构之中,在受者情感的本能生发和价值认同中起着关键作用,并最终将这种意义形成和商品的消费关联。同时,广告叙事中的原型置换通过彰显某些原型意义,植入新的消费内涵等方式,将消费者纳入意义生成之中,最终形成了消费文化对传统文化的"偷渡"。As the source of human psychology, the prototype derives from human subconsciousness, presenting human cognitive means and emotional mode. Essentially, the prototype is human cognitive mode and psycho- logical construction formed in face of such inevitable permanent problems as death, libido and the like in survival in the world. The prototype of human cultural genes is hidden in the inner structure of advertisement narration as a cultural symbol plays a key role in arousing the audience＇ s emotional ego and ideological identity and results in connection between the shaped meaning and commodity consumption. Meanwhile, the substitution of prototype in advertisement narration leads the consumer to meaning generation by highlighting the meaning of some prototypes and introducing new consumptive implications.

关 键 词：广告叙事 叙事原型 原型形象 原型置换 

分 类 号：G206.2[文化科学—传播学] F713.7[经济管理—产业经济]