A Study On Chinese And American Carbonated Beverage Advertising Slogans From The Perspective Of Receptional Aesthetics

Receptional aesthetics is also called receptional theory.It was originated in the middle of the 1960s and was initiated by Jauss.Literary History as a Challenge to Literary Theory is Jauss’ s manifesto on receptional theory.Based on the theory of receptional aesthetics,this paper analyzes the advertising slogans of Chinese and American carbonated beverages.By applying the four basic concepts of receptional theory,including horizon of expectation,implied reader,fusion of horizons,and response inviting-structure,this paper studies advertising slogans of Chinese and American carbonated beverage products like Coca-Cola,Pepsi Co,Jianlibao,Fanta and so on.Then it further analyzes the cultural factors behind the slogans.The research findings are as follows: 1.The target audience’s horizon of expectation is related to personal social experience.The text of advertising slogans should fully consider the aesthetic characteristics of the target audience and strive to maximize the satisfaction of consumers’ aesthetic expectation;2.The target audience’s horizon and text’s horizon fuse to form a new fusion,which changes with time and social progress;3.The implied readers are various possibilities to realize the potential meanings of the slogan texts;4.The language used in the slogan text is a kind of expression language with aesthetic value,and the appearance of response inviting-structure has mobilized the aesthetic experience of the target audience to some extent;5.The Chinese and American carbonated advertising slogans reflect different philosophical views,values,ways of thinking,ethics and histories of the two countries.The thesis can provide some suggestions for the design of advertisements by arguing that it should consider the horizon of expectation of the target audience.The thesis can also provide some references for the comparative studies of Chinese and American cultures.