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.

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。

关键词：接受美学；广告；期待视野；陌生化