Folklore and Advertising: An Examination of Traditional Themes and Motifs in British Twenty-First-Century Television Advertising Campaigns

被引：4

作者：

Newton, Victoria Louise ^{[1
]}

机构：

[1] Univ Sheffield, Dept Sociol Studies, Sheffield S10 2TN, S Yorkshire, England

来源：

FOLK LIFE | 2010年 / 48卷 / 01期

关键词：

television; advertising; Propp; themes; motifs; folktale;

D O I：

10.1179/043087710X12610655423645

中图分类号：

I27 [民间文学];

学科分类号：

030304 ;

摘要：

Many current TV advertisements contain folktale material, and valuable research into this material has been carried out by Burns,(1) Sullenberger,(2) and Degh.(3) However, since the advertisements are constantly changing and evolving to keep pace with the needs of new products and consumer needs, studies quickly become outdated and can never remain definitive. The topic therefore is revisited here in order to reveal some ways in which folkloric material is being manipulated in order to appeal to consumer audiences of the twenty-first century.

引用

页码：48 / 62

页数：15

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