| ABSTRACT | 第1-8页 |
| 摘要 | 第8-13页 |
| Ⅰ. INTRODUCTION | 第13-25页 |
| A. A Brief Introduction to Archetype | 第14-18页 |
| 1. The Main Founders of Archetype | 第14-17页 |
| 2. Other Original Sources of Archetypes | 第17-18页 |
| B. A Brief Introduction to Famous Western Brands and Their Development | 第18-20页 |
| C. A Brief Introduction to Western Culture | 第20-22页 |
| D. Thesis Statement | 第22-25页 |
| Ⅱ. AN EXPLORATION OF SOME PRIMARY ARCHETYPES | 第25-53页 |
| A. "Existentialist" Archetypes and their Development | 第25-38页 |
| 1. Hero | 第26-31页 |
| 2. Spoilers | 第31-34页 |
| 3. Wizards | 第34-38页 |
| B. "Heaven-guider" Archetypes and their Development | 第38-44页 |
| 1. Innocent | 第39-42页 |
| 2. Adventurer | 第42-44页 |
| C. "Controller" Archetype and its development | 第44-53页 |
| 1. King | 第45-48页 |
| 2. Creator | 第48-50页 |
| 3. Caregiver | 第50-53页 |
| Ⅲ. AN ANALYSIS OF THE ARCHETYPAL ELEMENTS CONTIANED IN THE FAMOUS WESTERN BRANDS AND THEIR IMPACT ON THEM | 第53-67页 |
| A. The archetypal Elements on the "Surface" of the Brands and Their Impact | 第54-60页 |
| 1. Brand Names | 第54-56页 |
| 2. Brand Marks | 第56-58页 |
| 3. Brand Packs | 第58-60页 |
| B. The Archetypal Elements Contained in "Middle" of the Brands and Their Impact | 第60-64页 |
| 1. Advertisement of the Brands | 第60-62页 |
| 2. Marketing of the Brands | 第62-64页 |
| C. The Archetypal Elements Hidden in the "Bottom" of the Brands and their Impact | 第64-67页 |
| 1. Operating Philosophy of the Brands | 第64-65页 |
| 2. Values of the Brands | 第65-67页 |
| Ⅳ. CONCLUSION | 第67-70页 |
| A. The main Findings | 第67-69页 |
| B. The significance of the Main Findings | 第69-70页 |
| WOKRS CITED | 第70-72页 |
| APPENDIX A | 第72-73页 |
| APPENDIX B | 第73-75页 |
| APPENDIX C | 第75-76页 |
| Acknowledgements | 第76页 |
