英语翻译Although several researchers have previously identified

英语翻译
Although several researchers have previously identified mythic patterns in consumer and advertising texts none has focused on the link between myth and the creative process in advertising.For example,Levy points out that "mundane,secular,little myths" served the function of organizing "consumer reality in accordance with underlying logical structures" and studies consumer-generated "little myths" in terms of binary oppositions.He suggests that others might "want to explore the nature and processes of creativity as they go on in creators or as they are manifest in their productions" But Levy himself focuses instead on the underlying mythic structure of consumer stories about "food preparation,service,manners,and consumption ...all used in symbolic ways," following Levi-Strauss' theory of cooking as a "language through which ...society unconsciously reveals its structure." Later,Stern extended Levy's analysis of food-related myths by applying Frye's taxonomy to organize the structural binaries in advertisements and consumer stories into four major types.Her data set consisted of Thanksgiving stories first analyzed by Wallendorf and Arnould and food advertisements in the coupon section of a Sunday newspaper.However,Stern did not consider the role of mythic formulae in the creation of advertisements.
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