广告是社会经济生活中不可缺少的一部分,尤其在商品经济飞速发展的今天,广告充斥着大众的视听,作用着消费者的消费观念,广告已经成为现实生活的真实写照。广告为了追求宣传产品信息、达到产品销售的商业目标,必须使广告语紧贴人们的生活,跟随人们的理念,反过来广告也在潜移默化中作用着人们的生活。广告语作为广告最重要、最有效的表现手段之一,是广告的重要组成部分,也是人类语言中最活跃、最具作用力的部分。广告语具有时代烙印,在现实生活中无处不在,能够折射出社会的方方面面。本文以作者收集的俄语广告语料为基础,结合国内外广告语的探讨成果,主要略论俄语广告语的词汇、修辞和文化特征：在词汇层面,重在探讨俄语广告语中的缩略词、外来词和熟语的使用特点；在修辞层面,重在探讨俄语广告语中隐喻、换喻、双关、重复和对比的使用特点；在文化层面,重在探讨俄语广告语中本国和外国的文化因素,还有文化语用失误问题。本论文的探讨成果为俄语广告语探讨提供了新的探讨视角和探讨实例,有利于促进俄语教学并提高实际应用俄语的语言能力。
Advertising is an indispensable part of social and economic life, especially in the rapid development of commodity economy, advertising is full of public audio-visuals and affects the concept of consuming. Advertising has become a true portrayal of real life. In pursuit of the business goals to advertise the products and sale the products, the advertising language must close to people’s lives, following the philosophy of the people, in turn, advertising unconsciously influences the people’s lives. Branded with the times, the AD permeates in our daily life and reflects all aspects of the society. Based on the collection of Russian advertising corpus,and combining with the research achievements of the AD both at home and abroad, the thesis mainly analyzes characteristics of Russian vocabulary, the rhetoric and the AD cultural. On vocabulary level, it focuses on the usage of the AD Russian acronym, foreign words and idioms; on the rhetorical level,it focuses on the usage of Russian metaphors, metonymy, pun, repetition and contrast in the AD; on cultural level, it focuses on the research of the AD Russian domestic and foreign cultural factors, and cultural pragmatic failures. This thesis research achievements of the AD for Russian provide new research perspective and examples, promote the language teaching and improve the actual use of Russian language ability. ，俄语论文范文，俄语毕业论文 |
