论文总字数：25675字

摘 要

随着经济的不断发展，各类商品在市场中面临的竞争越来越激烈，广告在推动商品经济和市场繁荣方面越来越重要，因此本文就如何更好地让读者接受广告进行深入探讨。广告有着浓厚的美学色彩, 它将产品、服务、企业等美的形象和美的品质推荐给消费者。在接受美学理论的指导下，企业应以读者为中心，从受众出发，从接受出发，充分考虑接受美学中的期待视野及陌生化等几个重要概念，将其运用到广告研究中。同时，广告应满足对读者的信息需要和审美需要，服务于商品经济。

关键词：接受美学；广告；期待视野；陌生化

Contents

1.Introduction 5

2. Literature Review 5

2.1 Core Concepts of Reception Aesthetic 6

2.2 Current Studies on Advertising 7

3. Application of Reception Aesthetic in Advertising 10

3.1 Relevance of Reception Aesthetic to Advertising 10

3.2 Catering to Readers’ Request for Information 12

3.3 Catering to Readers’ Aesthetic Needs 13

4. Conclusion 14

Works Cited 15

1. Introduction

With the economic advancement, merchandise from all over the world begins to circulate throughout the world market and the competition of global commodity economy is becoming increasingly keen. One important means of promoting domestic goods is advertising. Nowadays, Chinese and foreign enterprises are confronted with the problem of keeping their business advertising going with the international tide, that is the problem of advertising. Advertising is a literary form of great practicality. The success of advertising depends on whether it can capture readers’ hearts.

Advertising is a highly specific activity of communication. This essay aims at discussing the means of advertising and promoting the further perfection of advertising under the guidance of reception aesthetic. What’s more, we have to consider readers’ horizons of expectation and their aesthetic habits both in Chinese and foreign culture. Meanwhile, this essay proposes some eclectic means of advertising, which not only builds up the products, but also avoid being extravagant, thereby closing the distance between consumers and products, and achieving the aim of advertising and register great effectiveness.

Reception aesthetic provides a bran-new theoretical perspective and research method for advertising. With the rapid development of socialized commodity economy and the deepening of the reform and open-up policy, advertising is getting more and more vital. This study will benefit advertising a lot, and thus the commodity sales will be increased. What’s more, by comparing and integrating the Chinese and foreign views, we will have a better understanding of cultural differences from the point of view of readers.

2. Literature Review

This thesis is mainly on advertising under the framework of reception aesthetic.

The aesthetic trend appeared in the Federal Republic of Germany in the late 1960s and the early 1970s. Expert of literary history and literary esthetician of Federal Republic of Germany, Hans Robert Jauss (1982) and Wolfgang Iser (1978) proposed that aesthetic researches should pay their attention on the acceptance, reactions, reading process and aesthetic experience of readers as well as function of reception effects in social function of literature. (Yves Gambier, 2013:142) Researchers study the dynamic process of interaction between recipients and authors, works and readers through the pattern of question and answer. They make aesthetic experience a precondition for investigation.

2.1 Core Concepts of Reception Aesthetic

I choose to illustrate two core concepts of reception aesthetic, one is horizon of expectation, the other is defamiliarization. In this part, I state the definition of them in detail. Some samples are used to specify their application in advertising in the following part.

2.1.1 Horizon of Expectation

French master of comparative literature, Pierre Brunel (1989) holds the opinion that “horizon of expectation” is the real filter. Readers who have different cultural backgrounds present different thinking models, lifestyles, knowledge structures and social customs, thereby they have different horizons of expectation. It means that scholars already have foresight before they do studies on advertising. Actually, there will be a structural pattern in scholars’ hearts which is based on social and individual reasons before they read the text. The pattern includes our minds, moral sentiments, aesthetic tastes, intuitive capacities, psychological endurance and acceptance levels and so on. Horizon of expectation is not changeless; it changes constantly with the development of social history and growth of readers.

2.1.2 Defamiliarization

The principle of defamiliarization in reception aesthetic means that through getting readers unfamiliar with the objects and making literary form difficult to be mastered to prolong the awarding process.

2.2 Current Studies on Advertising

The word “advertise” comes from Latin “advertere”, means arousing the public to pay attention to something and eliciting a means aimed in a certain direction. In Chinese, “advertise” means “to publicize them widely”, similar to its original meaning in Latin. So far, scholars from all over the world do various studies on advertising. The Association of American advertisers gives advertising the definition that advertising is the paying mass media whose final purpose is to transmit information, change people’s attitudes to products and induce their buying behaviors. Therefore, the advertisers will gain advantages. Encyclopedia Britannica published in 1985 has another definition, it defines advertising as a means of transmitting information which aims at promoting products and labor, affecting public opinions, gaining political backing, furthering a career or arousing other reactions that advertisers want. The information is usually transmitted to other viewers or listeners through a variety of tools for promotion like newspaper, magazine, television, radio broadcast, postal delivery and so on. (Cui Gang, 1993:2)

The most obvious characteristic which differentiates reception aesthetic from other theories is that reception aesthetic emphasizes readers’ reception and advertising researches clearly embody this concept.

Advertising is not only a form of cultural campaign, but also an economic activity. Advertising introduces products and relevant services, which contains marketing culture and commodity culture. Advertising is a type of promotional discourse, which promotes products and services to the public. As a commercial text, advertising plays such an indispensable role in modern society. In many commercial texts, advertising is a form of non-human spread of information media. There are many types of advertising, such as booklet advertising, billboard advertising, radio advertising, television advertising and internet advertising. Advertising has both a broad definition and a narrow definition. Broadly speaking, advertising comprises economic and non-economic advertising. Non-economic advertising refers to non-profit advertisements. For instance, the advertisements, personal announcements, notices and statements launched by executive branches of government and social institutions. Its main purpose is to achieve the possibility of propagating information. In the narrow sense, advertising only refers to economic advertising and commercial advertising, means profit motivated advertising. For enterprises, advertising is very important. To some extent, advertising is so important when it comes about whether the advertisement of a company can dominate the market, promote products, and provide labor services. Advertising is very a vital communication form between product producers and customers. It makes influence on customers in many different ways, but the most purpose is to increase the number of customers. The possibility of consumption aroused by contacting advertising is exactly what the advertiser hopes. Therefore, the final purpose of advertising is to promote products or services by means of persuasion and innovation, further expanding economic effects.

Advertising research doesn’t have a fixed theoretical model as a guide, so the means of this research take on a characteristic of diversity. In the language field at home and abroad, some scholars apply relevance theory to analyze advertising, some do researches from the perspective of rhetorical theory and some of them discuss the functional uses of advertising from the point of view of pragmatics .

(1) Relevance Theory and Advertising

Advertising language is part of pragmatic language and its change and development have close relationship with the change and development of society, thus its value raises concerns of language field at home and abroad as well.

In 1986, Dan Sperber and Deirdre Wilson published Relevance: Communication and Cognition in cooperation, they think that Cognitive-developmental theory should be the key point of pragmatic theory and proposed relevance theory.

Chen (Chen Xiang, 2002:1) points out that as a form of promotional means, it has been inseparable with our lives. Because of that, many advertising experts and many scholars in the field of linguistics begin to focus on and study relevance theory. Fu (Fu Lishan, 2006:2) points out that cognitive psychology is a main source of relevance theory. Afterwards, Cognitive pragmatics explains the discourse relevance. Relevance theory on the language of discourse relevance is explained. Relevance theory can be used to study the communication of language, so it is also considered as a basic cognitive principle of discourse understanding. The paper also discusses the realization of “optimal relevance” realized in advertising, thus enhancing the cognitive comprehension of relevance theory.

Chen (Chen Daxian, 2007:27) analyze and study advertising from a relevance theory of view. In the paper, he uses principles of dynamic context, optimal relevance theory and other theories to analyze how the optimal relevance is approached by recipients. He helps advertisers know psychology and process of understanding of advertising.

(2) Speech Act Theory and Advertising.

Speech act theory is mainly proposed by British philosopher John Langshaw Austin in the book How to Do Things with Words published in 1962 and American language philosopher J. R. Searle. Austin believes that people’s purpose of using language is not merely to convey a king of idea, but to achieve a purpose through speech. Advertising language has similar characteristics and functions with general language behavior. The real purpose is to realize some real effect beyond the adverts on advertising recipients. In order to achieve their communicative intent - the persuasive function of this particular speech act of advertising, we must pay more attention to strategies. For instance,

Come to New York and see the world.

The biggest feature of this advertisement is that recipients are placed in the second-person. Moreover, the advertisement is with intimate language and straightaway content. The audience can understand its promotional intention without much thinking.

(3)Rhetorical Theory and Advertising

Aristotle, ancient Greek philosopher, educator and rhetorician, published his book Rhetoric, which has laid a theoretical foundation for the development of rhetorical theory. According to classical rhetorical theory, persuasion has three different types, that is, logos, pathos and ethos. From the perspective of rhetorical theory, an advertisement is a rhetorical discourse and publishing an advertisement is a kind of rhetorical activities. In this rhetorical process, the speaker of advertising actually is the advertiser, whose intention of creating this advertisement is to promote the product and persuade consumers to accept the promotion, so consumers will buy this product. The listener of advertising is consumers, after reading the product information, they will have two choices, to receive or not. Here is an example,

Go for the gold

Goldstar

The brightness star in electronic

“Gold” and “star” represent the position of this company in electronic industry and the technical level of their products. By fostering a good image of itself through the rhetorical means of ethos, the company can win the trust of recipients.

To some degree, why Chinese rhetoric are in a way of “say to oneself.” An important reason is that, for current social lives, rhetoric seems not present. He believes that the study on rhetorical theory have to be improved. (Hu Fanzhu, 1998:1)

Application of Reception Aesthetic in Advertising

Due to time constraints and my lack of ability, I employ two aspects of reception aesthetic to explain advertising.

3.1 Relevance of Reception Aesthetic to Advertising

Combining reception aesthetic and advertising, there are both consistency and inconsistency, especially between advertising and readers’ horizons of expectation.

3.1.1 Consistency between Advertising and Relevance of Readers’ Horizons of Expectation

(1) Like a Mother’s Hands (child’s shoes)

This advertisement illustrates the softness of this pair of shoes vividly. It will kiss your feet just like a mother touches her baby with her soft hands. Customers already have relevant knowledge and experience before they see this advertisement because they have had the feeling of a mother’s sweet affection since they were children. Based on this, when they see this advertisement, they will set up cognitive structure applying their imaginations and cognitive abilities. In general, this kind of response will whet customers’ appetites for merchandise.

(2)Beauty comes from heart, beauty comes from Maybelline (cosmetics)

This advertisement catches the psychology of women. Any girl hope to be loved in everyone’s hearts, especially in the eyes of whom she loved. Advertisers design this advertisement because they believe that it will stir affections of all women. Unless you don’t want others to think you are cute, such kind of people do not exist.

3.1.2 Inconsistency between Advertising and Readers’ Horizons of Expectation

(1) Motorola Wings

When customers see this advertisement, it is not completely same with their acknowledgement of mobile phones. Customers all know that we use mobile phones to contact people who are not near. In times of emergency, the function of mobile phones is especially important. Normally, people hold the opinion that advertisements about mobile phones convey those information such as the call quality, phone’s capability and so on. Whereas, this advertisement describes phone as a kind of object with wings. Out of question, this advertisement is far beyond the customers’ horizons of expectation. Through imagination, they will know the advertiser’s intention. Objects with wings can fly. For instance, in ancient times, the message was delivered by pigeons when mobile phones didn’t appear. So the phone with wings also can deliver information and this embodies its characteristics of quickness and convenience thoroughly. From the perspective of reception aesthetic, This satisfies customers’ horizons of expectation.

(2) The Digital Era (Sony DVD)

For advertising viewers, they have to be able to use their imagination to fill up the indeterminacy of adverts. Why Sony DVD brings the new digital era. Does it vary from other digital products of other brands. Curiosity will drive customers to know more about this brand.

3.1.3 Principle of Defamiliarization

(1) Yu chen--What do I mean to you.

Jie lun--You are my U-Loveit.

Yu chen--So am I just a cup of milk tea.

Jie lun--So I can hold you in my hand!

This advertisement is very innovative.If we only hear the first two sentences, we will feel confused and don’t know what it means. We will be curious about what is U-Loveit. Afterwards, we know it turns out to be milk tea. When we see this advertisement, it does depress us, especially those girls who are in love now. When hearing their boyfriends comparing themselves to a cup of milk tea, they will get very depressed. However, the following sentence makes everyone feel relieved. When hearing their boyfriends treasuring them as their hearts’ treasure in hands, they must feel a crude ecstasy and happiness must wells up in their hearts.

(2)Chang’e--It’s been thousands of years, have you thought about changing a job.

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