摘要
马克与皮尔森提出的品牌原型理论脱胎于荣格的原型理论,它将品牌原型划分为十二种,每种品牌原型都有相对应的神话形象,这其实是将品牌高度人格化,赋予其人格特质,从而使其形象更加亲和。本文以百事可乐为例,将广告作为切入点,从其代言人、主题曲、主题和内容题材四个方面分析其弄臣原型,并与可口可乐的天真者原型进行对比,探讨了企业运用该原型时需注意的问题。
Mark and Pearson put forward brand Prototype theory including twelve brand Prototypes born out of Carl Jung’s archetypal theory.Each brand prototype had a corresponding myth image,which was actually brand personality,giving their personality traits,and making their images more affinity.The paper analyzed Pepsi-Cola’s Jester prototype,taking its advertising as a starting point from the aspects of spokesperson,theme song,theme and content,and comparing with Coca-Cola’s innocent prototype,and discussed the application of prototype in practice for enterprises.
作者
杨丽
武晓蕾
YANG Li;WU Xiaolei(China Women's University,Beijing 100101,China)
出处
《北京经济管理职业学院学报》
2018年第1期38-44,共7页
Journal of Beijing Institute of Economics And Management
基金
中华女子学院2017年青年教师科研能力提升专项重点课题"北京市资源同质型旅游目的地的品牌原型定位及塑造机制研究"(2017QN-0210)
