试析俄罗斯报刊广告的语言特点

Analysis of language characteristic of the press ad in Russia

广告语句不同于科技语体，也不同于文学语体，它是一种特殊的句子。它的特殊性除多用简单句、祈使句、现在时及主语＋静词谓语结构的语言现象外，还有常用感叹句，大量使用不完全句，但少用主从复合句。至于广告模式有各种各样，篇幅可大可小。尽管如此，俄语报刊商品广告中不可缺少标题、正文、企业地址、电话或传真。有实力的企业写上Email地址，但一般不注上联系人的姓名。有些私人广告只用标题和联系电话，广告就做好了。而其常用的几种语义辞格和句法辞格是增强广告的表现力，能使广告生动、形象、突出宣传对象，使读者产生兴趣。

Advertising sentences are different from both science and technology typy of writing and literature typy of writing. It is very special sentence. Its particularity, except simple sentence、imperative sentence、present tense、subject-predicate, was expressed by plaint sentence , incomlete sentence, but not by compound sentence. As regards of ad style, a great variety of mode had been applied, the length was either long or short. Still heading text address phone number or fax must exist in commodity advertising In Russia press, and also E-mail address but not names of linkmen. It will be ok that only heading and contact phone number are applied in private advertising. Several rhetorical techniques are often used to swell expressive force of advertising, make advertising lifelikeness, visualizedvertising, pop out object, and make readers get interested in advertising.