在现代社会的经济生活中,广告是必不可少的现象,也是人们日常生活中主要信息渠道之一,是当今信息社会商品经济的必要手段。而语言是实现广告功能的重要手段,因此对广告语言的探究与探讨是一件有意义的事情。我们认为,对语言内部形式和结构的探讨固然十分重要,但对语言在社会实践中的运用探讨也有重要的意义。通过对它的理论准则和探讨措施的学习,能对现实生活有指导意义。对广告语言进行探讨,研讨其语言特点和规律,是运用语言学的一个重要方面。为什么选中广告语言作为本论文的探讨对象呢?这是因为在当今的俄罗斯社会,经济生活十分活跃,各个类别的广告十分丰富,表现形式也丰富多彩,其中语言的应用有许多新的特点,引人注目的是俄语广告中的双语现象,属于运用语言学中积极研讨和探讨的课题。广告的直接目的性,检验广告成功与否的标准是能否让人们产生购买行为,因此广告制作者采取各种有效的语言手段和创意来实现自己的目的。本文略论的目的在于对俄语广告语言中的劝说性功能进行略论,了解俄文广告中所特有的语言魅力,在广告宣传中达到最佳效果,促成顾客的消费行动。广告语言探讨的目的是为公司经营服务,为产品促销服务,因此本文章从广告语言的劝导性略论入手,对广告语言进行了初步的略论和探讨。本篇论文试图从新的宏观语言学的角度来把握广告语言的探讨,而不是从语言结构本身,语音、词汇、语法、文字、修辞等表达手段出发,因而本论文将从心理语言学、功能语法流派、功能性指示词的运用、社会语言学等方面入手,对俄语广告语言进行略论,研讨广告语言在运用中是如何实现其劝导性功能的。此外,本论文还将探究当前俄语广告语言中存在的一个社会语言学中的内容-“双语”现象,即俄语广告语言中的“语码转换现象”,研讨人们为什么会进行语码转换,目的是什么?这也是目前探讨得较少的现象本文分为五部分:第一部分是绪论。简要地介绍什么是广告语言?广告语言的特点、语体属性、表现形式、本文宗旨。第二部分论述心理语言学认知基础是如何实现广告语言的劝导性功能的。主要论述注意、兴趣、记忆三个方面的心理机制,其产生的过程,略论人们对信息的编码过程,处理过程,对是非句的问答。第三部分论述语境中的意义功能,谈语境是如何实现广告语言的劝导功能的?谈语境的概念,文化语境、情景语境、交际角色。第四部分论述指示词和评价性指示词是如何实现广告语言的劝导性功能
Analysis of Persuading Functions in Russian Language for Commercial AdvertisementThis thesis mainly focuses discussion and analysis of persuading functions in Russian language for commercial advertisement. In today’s Russia, the economic life is very active, resulting in many new language characteristics for use of commercial advertisement. Among those above, one of the highlights is the bilingual phenomena in Russian commercial languages as an aspect in the entire applied linguistics, which will be further discussed in this thesis .The purpose or the standard for assessment of a successful commercial advertisement is to lead prospective customers to the final decision for purchase. Therefore, commercial advertisement makers often try their best in selecting effective language methods and creativities for this goal. The objective of this thesis is, starting with the analysis of persuading function in Russian language for commercial advertisement, to understand the unique language charm of Russian language for commercial advertisement and propaganda results and to facilitate customer’s consuming motions.The research on commercial advertisement languages is to provide service for the enterprises and to serve for the product promotions. The author of this thesis paid close attention in management of the Russian language for commercial advertisement from the macroscopic linguistics angle, rather than from the language structure, ways of expression, pronunciation, glossary, grammar, writing, rhetoric embarks. Thus the author of this thesis will conduct the analysis of Russian language for commercial advertisement, through some aspects of applied linguistics such as psycholinguistics, functional grammar, application of critial glossary and social linguistics, to understand how the persuading functions work in application filed ofRussian language for commercial advertisement.In addition, the author of this thesis will also discuss the $apos;$bilingual$apos;$ phenomena in the social linguistics, i.e.“the phenomena of language code transformation $apos;$. The further discussion will include the purpose of“the language code transformation and the reasons for the transformation, which were rarely discussed in previous studies. ，俄语论文，俄语论文题目 |
