语言学视角下的广告探讨一般都集中在广告语言上,本文把由多种符号构成的电视广告视为一种特殊的语篇类型,根据语篇语言学和广告学等相关学科的理论,描写了俄语电视广告语篇的一般构建规律。一方面,从宏观上,考虑到整体性是语篇的主导特征,探讨重点主要集中在俄语电视广告语篇的宏观布局结构,以及构成它的典型要素和相互关系的探讨上。由于受播放时间和播放媒介等因素的作用,俄语电视广告语篇在宏观布局结构上体现出很大的灵活性。任何语篇都可以借用其他语篇形式来体现自身的存在。考虑到语体杂交性在俄语电视广告语篇中的普遍存在,本文还略论了俄语电视广告语篇中的体裁互文现象;另一方面,从微观上,广告语篇的魅力很大程度上源于它的语言,广告语言的应用有其自身的特点和规律,对这些特点和规律的理性认识首先就应该依赖于语言学探讨。本文从语音、词汇、句法、修辞格和具体互文性等方面描写了俄语电视广告语篇在语言应用上的主要特点。
In contrast to the advertising researches focused on advertising languages generally from linguistic point of view, this thesis tends to regard the TV advertisement constituted by many kinds of symbols as a special textual type, and also tends to describe some general rules of Russian TV advertising texts according to theories of textual linguistic, advertising, and so on. Macroscopically, on one hand, this thesis focuses the macrocomposition of Russian TV advertising texts as well as its typical constituen... ，俄语专业论文，俄语毕业论文 |
