Abstract With the constant development of economy, the competition of all categories of products is becoming fiercer. Advertising plays a more and more important role in promoting commodity economy and marketing prosperity. Thus this paper does further studies on how to let consumers be more accepting of advertising. Advertising demonstrates strong aesthetic values; it recommends beautiful images and qualities of products, service and enterprises to customers. Under the guidance of reception aesthetic, enterprises need to create advertising which is reader-centered and starts from reception. What’s more, we have to learn to apply horizon of expectation and defamiliarization properly into reception aesthetic. Meanwhile, advertising has to satisfy readers’ request for information and aesthetic needs. What’s more, advertising will better serve commercial economy.62483

Key words: Reception Aesthetic; Advertising; Horizon of Expectation; Defamiliarization 

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。

毕业论文关键词：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.源:自*优尔`%论,文'网·www.youerw.com/