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本文将原型理论引入到广告中“智者”这一类典型形象的研究中,追溯中国“智者”原型的形成,探求“智者”原型在现今广告中的运用特点。
This paper introduces the theory of archetype into the study of typical images such as “wise man” in advertisements, tracing the formation of the prototype of Chinese “wise man” and exploring the application of the “wise man” prototype in current advertisements.