期刊名称：Jurnal Komunikasi : Malaysian Journal of Communication
印刷版ISSN：2289-151X
电子版ISSN：2289-1528
出版年度：2011
卷号：27
期号：2
页码：47-58
出版社：Universiti Kebangsaan Malaysia
摘要：This paper seeks to analyse archetypal imageries in some TV advertisements that are produced in conjunction with religious festivals and the Independence Day celebrations in Malaysia. Adopting literary archetypes as key concepts, the advertisement texts are textually analysed, focussing on the recurrent leitmotivs as well as characterisations in order to establish the presence of archetypal imageries. Jungian's theorisation of the archetype is used as the main analytical perspective. We argue that as archetypal imageries function as a synecdoche for something more universal, it therefore is one of the most important reasons why these advertisements appeal to the mass audience. In addition, since cultural nuances inform the characterization and leitmotif of the archetypes, we opine, that they are able to expose contemporary anxiety
关键词：festival TV adverts; characterisation; leitmotivs; contemporary anxiety; archetypal imageries
