| 摘要 | 第1-11页 |
| ABSTRACT | 第11-13页 |
| Ⅰ. INTRODUCTION | 第13-37页 |
| A. Theoretical Basis | 第13-34页 |
| 1. A Biref Introduction to Archetypal Criticism | 第13-19页 |
| 2. Carl Jung's Collective Unconscious and Archetypal Theory. | 第19-28页 |
| 3. Northrop Frye's Archetypal Theory. | 第28-34页 |
| B. The Main Features of the Advertisements rfom Reader's Digest | 第34-35页 |
| C. Thesis Statement | 第35-37页 |
| Ⅱ. ARCHETYPES IN THE ADVERTISEMENTS FROM READER'S DIGEST | 第37-80页 |
| A. A Study of the Myth-Archetypes in the Advertisements rfom Reader's Digest | 第37-59页 |
| 1. The Biblical Archetypes | 第37-44页 |
| a. The Virgin Mary. | 第37-39页 |
| b. The Jesus, and the Cross Archetypes | 第39页 |
| c. The Flood and the Noah Ark Archetypes | 第39-41页 |
| d. The Stars Archetypes | 第41-43页 |
| e. The Whale Archetypes | 第43-44页 |
| 2. The Greek Myth- Archetypes | 第44-53页 |
| a. The Sun Archetypes | 第44-46页 |
| b. The Moon Archetypes | 第46页 |
| c. The Women Archetypes | 第46-48页 |
| e. The Fires Archetypes | 第48-49页 |
| f. The Water Archetypes | 第49-52页 |
| g. The Trees Archetypes | 第52-53页 |
| 3. The Eastern and Egyptian Myths- Archetypes | 第53-59页 |
| a. The Dog and Cat Archetypes | 第53-55页 |
| b. The Horse and Eagle Archetypes | 第55-56页 |
| c. The Frog Archetypes | 第56-59页 |
| B.A Study of the Color Archetypes in the Advertisements from Reader's Digest | 第59-71页 |
| 1. The Red Color Archetype | 第60-62页 |
| 2. The Blue Color Archetype | 第62-65页 |
| 3. The Orange and Yellow Color Archetypes | 第65-67页 |
| 4. The Green Color Archetype | 第67-71页 |
| C. A Study of Number Archetypes and Shape Archetypes in the Advertisements from Reader's Digest | 第71-80页 |
| 1. The Number Archetypes | 第71-76页 |
| a. The Number Three | 第71-73页 |
| b. The Number Seven | 第73-75页 |
| c. The Number Nine | 第75-76页 |
| 2. The Shape Archetypes | 第76-80页 |
| a. The Circle64 | 第76-78页 |
| b. The Mandala and The Pentacle Shape | 第78-80页 |
| Ⅲ. THE MEANING OF THE ARCHERTPES IN THE ADVERTISEMENTS FROM READER'S DIGEST | 第80-89页 |
| A. The Bonds between the Designers and Archetypes in the Advertisements | 第80-84页 |
| 1. Establishing Product Advertising Themes by Archetypes | 第80-82页 |
| 2. Stimulating the Consuming Motivation by Archetypes | 第82-83页 |
| 3. Creating the Consuming Beliefs by Archetypes | 第83-84页 |
| B. The Bonds Between Reader-consumers and Archetypes in the Advertisements | 第84-89页 |
| 1. Reader-consumer's Collective Unconsciousness aroused by Archetypes | 第84-85页 |
| 2. Reader-consumer's Sense of Belonging Embodied by Archetypes | 第85-86页 |
| 3. Reader-consumer's Sense of Being Satisfied Guaranteed by Archetypes | 第86-87页 |
| 4. Reader-consumer's Sense of Loyalty Established by Archetypes | 第87-89页 |
| Ⅳ CONCLUSION | 第89-91页 |
| WORKS CITED | 第91-93页 |
| APPENDIX A | 第93-111页 |
| ACKNOWLEDGMENTS | 第111页 |
