Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements

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 recur...

Full description

Bibliographic Details
Main Authors:	Jamaluddin Aziz, Arina Anis Azlan, Abdul Latiff Ahmad
Format:	Article
Language:	English
Published:	Faculty of Social Sciences & Humanities, UKM. 2011
Online Access:	http://journalarticle.ukm.my/3250/ http://journalarticle.ukm.my/3250/ http://journalarticle.ukm.my/3250/1/V27_2_3.pdf

id	ukm-3250
recordtype	eprints
spelling	ukm-32502016-12-14T06:34:05Z http://journalarticle.ukm.my/3250/ Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements Jamaluddin Aziz, Arina Anis Azlan, Abdul Latiff Ahmad, 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. Faculty of Social Sciences & Humanities, UKM. 2011 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/3250/1/V27_2_3.pdf Jamaluddin Aziz, and Arina Anis Azlan, and Abdul Latiff Ahmad, (2011) Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements. Jurnal Komunikasi, 27 (2). pp. 47-58. ISSN 0128-1496 http://www.ukm.my/jkom/index.html
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Jamaluddin Aziz, Arina Anis Azlan, Abdul Latiff Ahmad,
spellingShingle	Jamaluddin Aziz, Arina Anis Azlan, Abdul Latiff Ahmad, Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
author_facet	Jamaluddin Aziz, Arina Anis Azlan, Abdul Latiff Ahmad,
author_sort	Jamaluddin Aziz,
title	Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
title_short	Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
title_full	Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
title_fullStr	Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
title_full_unstemmed	Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements
title_sort	characterisation and leitmotif: archetypal imageries in malaysian festival tv advertisements
publisher	Faculty of Social Sciences & Humanities, UKM.
publishDate	2011
url	http://journalarticle.ukm.my/3250/ http://journalarticle.ukm.my/3250/ http://journalarticle.ukm.my/3250/1/V27_2_3.pdf
first_indexed	2023-09-18T19:38:17Z
last_indexed	2023-09-18T19:38:17Z
_version_	1777405418432102400

Characterisation and leitmotif: archetypal imageries in Malaysian festival Tv advertisements

Similar Items