A Comparative Study Of Chinese And Western Cultural Aesthetics From The Perspective Of Receptional Aesthetics

As is well acknowledged,the movie trailer,as an important publicity before the release of a film,has become one of the most decisive factors for audience to enter the cinema.Therefore,it has become a special advertisement which draws audience's desire to watch with wonderful plots and attractive taglines and excellent advertising effectiveness,rather than simple synthesis of the film fragments.And,due to the fact that the target audiences of the movie are in different countries with different cultural background,it also has many versions.In general,it should be produced elaborately by taking the target audience's cultural aesthetic as the starting point,which happens to be similar to the “reader centered theory” of receptional aesthetics.Furthermore,it is extremely suitable to make a comparative study on C-W cultural aesthetics of the English and Chinese trailer taglines by using the concepts of “horizon of expectation”,“implied reader” and “aesthetic distance” and “inviting structure” of receptional aesthetics.Receptional Aesthetics was proposed by the German literary aesthetician,literary historian Jauss and Iser.The theory emphasizes that the aesthetic research should focus on the reader's acceptance and response to the work,as well as the aesthetic experience of the reader during reading procedure.Acceptance is the process of creating the works by the reader's aesthetic experience,therefore,only readers can endow different meanings from different angles to a literary output.As a consequence,the reader should not be a passive recipient of literary works,but an active participant in the process of the dynamic communication between the author,the work and the reader.The artistic work is not eternal,which only has the historicality that can be accepted by readers of different historical and social periods.Receptional aesthetics liberates the literary history from the dead end of positivism,and puts the aesthetic experience into the social and historical conditions.It emphasizes the social effect of the literary works and the reader's active participation,and opposes the unilateral and mechanical study of literature and art.This paper analyzes English and Chinese movie trailer taglines with the theory of receptional aesthetics,which obtain great difference between C-W culture aesthetics and further explores the guiding value of receptional aesthetics in the production of film trailers.The specific structure of this paper is as follows:The first chapter is the introduction,including the research background,research significance,as well as the research methodology.The second chapter is the literature review,which introduces the advertisement quality and elements of movie trailer and summarizes the domestic and foreign research on trailers and receptional aesthetics;The third chapter firstly introduces the importance of cultural aesthetics,and then outlines the basic elements of film trailers and the necessity of its existence,finally summarizes the theory of receptional aesthetics and its important concept,such as “horizon of expectations”,“aesthetic distance” and “implied reader”,and the enlightenment function of these theories in the comparative study on C-W cultural aesthetics of the English and Chinese trailer taglines.The fourth chapter and fifth chapter are main parts of the paper.Chapter four contrasts the aesthetic ideal of the C-W cultural aesthetics by analyzing English and Chinese movie trailer taglines,among which the aesthetic ideal includes the C-W languages aesthetic view and religious culture view.The fifth chapter contrasts the aesthetic emotion of the C-W cultural aesthetics by analyzing a large variety of English and Chinese movie trailer taglines,among which the aesthetic emotion includes the C-W nature emotion and social emotion.The sixth chapter first summarizes the main points of above chapters,and proves the practicability of applying receptional aesthetics to make the comparative study of C-W cultural aesthetics of the English and Chinese trailer taglines,and then states the proves the important instructing value of applying receptional aesthetics to guide the writing and organization of the movie trailer taglines.