从概念整合视角看俄语电视商业广告的蒙太奇

The analysis of Russian TV commercial advertisements from conceptual blending

电视商业广告不仅影响着人们的消费行为还引导着贸易的发展。虽然真正的俄语电视商业广告出现比较晚,但是俄罗斯经济体制改革在一定程度上推动了它的发展。目前对于电视商业广告的理解不仅限于词法、句法、修辞学等角度,越来越多的人认识到概念整合理论对于电视商业广告的强大解释力。电视商业广告涉及的内容包罗万象,其中蒙太奇在这种广告创作中有重要作用,从概念整合视角看俄语电视商业广告的蒙太奇,旨在为广告人创作出更好的广告提供理论框架,同时对以后的跨学科研究有一定的借鉴意义。

The TV commercial advertisements not only affect the people's consuming behaviors but also promote the development of the trade. Though the Russian TV advertisements appear relatively late, the Russian economic system reform pushes its development to a certain extent. Nowadays we don't just understand them from the points of morphology, syntax and rhetoric. More and more people realize that conceptual blending theory is powerful in explaining its meanings. The TV commercial advertisements cover and contain many aspects: the montage is of great importance in its creation. The analysis aims to provide a theoretical framework for the adpersonin and is a reference to the interdisciplinary research to a certain degree.