絮議俄語電視廣告中的體裁偏離
2016-02-27 14:18:05朱加寧
科教導刊 2016年31期
朱加寧
摘 要 電視廣告文本由語言和非語言符號共同構成，其體裁多源于影視和其它社會文化符號。俄語語料分析結果說明，電視廣告文本的言語作用很大程度上與“打破受眾對體裁的期待”關聯，有明確傳播目的的廣告大多運用非廣告體裁。依據情節負載量、表現方式及廣告人物的選擇等標準可對體裁偏離的程度進行判定。
關鍵詞 語電視廣告 廣告體裁 體裁偏離
中圖分類號：H35 文獻標識碼：A DOI：10.16400/j.cnki.kjdks.2016.11.072
Abstract Television advertisement text is made up of language and non language symbols， and its style is more and more from film and television and other social and cultural symbols. Russian language corpus analysis results show that the speech function of TV advertisement text is largely related to the "breaking the audience's expectation to the genre"， and it has a clear communication purpose. According to the circumstances of the load， the performance and the choice of advertising characters， the degree of deviation can be judged.
Keywords Russian TV Advertising； advertising genre； genre deviation
