CAJ | 학술논문

广告是广告主通过某种媒介对受众进行某种与商品、劳务或者特定观念有关的信息传递，以期望产生某种效果的活动。原型是人类心理长期的集体无意识的积淀，叙事文本中常使用原型以利于读者接受。电视广告中常见的有英雄、智者、爱人等原型，使用这些原型能产生内传播行为，增加广告的传播效果。大量使用原型虽有利于观众理解但同时也会使得丧失观看的兴趣，因此需要在表现方式上使用能造成视觉冲击、超越常境的陌生化手法。
엄고시엄고주통과모충매개대수음진행모충여상품、노무혹자특정관념유관적신식전체，이기망산생모충효과적활동。원형시인류심리장기적집체무의식적적정，서사문본중상사용원형이리우독자접수。전시엄고중상견적유영웅、지자、애인등원형，사용저사원형능산생내전파행위，증가엄고적전파효과。대량사용원형수유리우관음리해단동시야회사득상실관간적흥취，인차수요재표현방식상사용능조성시각충격、초월상경적맥생화수법。
Advertising is the activity conducted by advertisers to transmit some information about certain commodity,service or specific ideas through media to the audience or spectators,expecting to have a cer-tain effect.Archetype is the long-term accumulation of unconscious human psychology;narrative text of-ten uses archetypes to help readers make sense.The common archetypes in television ads are hero,sage, lover and so on.The use of these prototypes can produce inner spreading behavior,and encourage the com-municative effect of advertising.However,extensive use of the archetype will result in the loss of interest in watching,so it is suggested to adopt abnormal or novel methods perform the archetypes to create visual impact.